Dubai’s Cybersecurity Centre Transforms Digital Literacy with Emirati Grandmother and Community Partnership

The Dubai Electronic Security Centre concludes a culturally resonant awareness campaign that enlisted a virtual Emirati grandmother to teach the public the art of recognising digital deception, securing seven partnerships to deepen the emirate's cyber defences.

In an age when fraudsters craft increasingly sophisticated digital traps, the Dubai Electronic Security Centre has found an unexpected ally in Yado Salama, a virtual Emirati grandmother whose wisdom cuts through the noise of modern scams. Over five weeks during Cybersecurity Awareness Month, this character delivered cybersecurity lessons with the warmth of lived experience, helping residents recognise the telltale signs of identity theft, fraudulent messages, misleading offers and AI-generated deepfakes.

The “Don’t Get Played” campaign, which has now concluded, embodied a principle as simple as it is profound: pause, verify, decide. Rather than lecturing audiences with technical jargon, DESC wove cybersecurity awareness into the fabric of everyday life. The initiative attracted more than 15,000 website visitors and generated over 22,000 sessions through digital content and interactive experiences. At Al Khawaneej Walk, from 22nd to 30th October, visitors tested their ability to spot cyber deception in real time, whilst more than 30 cafés and restaurants across Dubai became impromptu classrooms for digital safety.

The campaign’s creativity extended to its competitions, which drew over 500 entries from content creators, university students, cybersecurity professionals and the wider public. A combined prize pool of AED230,000 motivated participants to develop awareness content and undertake specialised cybersecurity challenges, harnessing artificial intelligence and technical skill to educate their peers. One particularly revealing initiative saw DESC conduct a QR-code awareness experiment, disguising a fraudulent coffee promotion to highlight the dangers lurking behind untrusted digital offers.

To sustain this momentum, DESC has now signed seven memoranda of understanding with partner organisations, creating a framework for ongoing cooperation in cybersecurity awareness, training and capability development. These agreements encompass national and specialised talent development, training programmes, workshops, conferences and cyber simulation exercises, alongside the exchange of knowledge and best practices that will strengthen the emirate’s collective cyber readiness.

Amer Sharaf, Chief Executive Officer of Cybersecurity Systems and Services at DESC, reflected on the campaign’s philosophy: “The campaign demonstrated the importance of delivering cybersecurity awareness through innovative approaches that resonate with the community. Yado Salama helped simplify key messages by connecting them with everyday situations, strengthening the public’s ability to recognise cyber fraud tactics.” He noted that the seven partnerships will support capability development and expertise sharing, reinforcing Dubai’s commitment to becoming the safest city in cyberspace.

What it means for Abu Dhabi

Dubai’s integrated approach to cybersecurity awareness—combining cultural identity with digital literacy—establishes a model with relevance across the emirate. By demonstrating that cybersecurity education resonates most deeply when it speaks to lived experience and community values, DESC has provided a blueprint for how public institutions can engage residents in protecting themselves against evolving digital threats.

The seven new partnerships represent a significant expansion of Dubai’s cyber capabilities and create opportunities for knowledge sharing across sectors. As digital transformation accelerates across all emirates, the relationships forged through these memoranda will strengthen the UAE’s collective ability to develop cybersecurity talent, establish best practices, and build the institutional resilience necessary to protect residents, businesses and critical infrastructure in an increasingly connected world.

Source: WAM