Meta has launched the second edition of its anti-scam awareness initiative, Scam Se Bacho 2.0, aimed at promoting digital safety in public spaces.
Meta steps up its fight against cyber scams with the second edition of its ‘Scam Se Bacho’ campaign, spotlighting common fraud tactics and digital safety tools through street-level awareness drives. (Source: freepik)
The campaign takes a grassroots approach this year through a collaboration with digital creator Signboard_wala, known for holding up placards with bold and witty messages in high-footfall areas.
Following last year’s digital-first campaign featuring actor Ayushmann Khurrana, the 2025 edition has moved into the physical realm, with placards displayed across various streets in Mumbai. The campaign highlights common online threats, including fake loan offers, impersonation scams, and OTP fraud.
Some of the messages include lines like, “Ex ho ya scammer, dono ko block & report karo” and “Keep your friends close and your OTPs closer.” According to Meta, the goal is to share practical digital safety advice in a relatable manner, using humour to spark conversation around the risks of online scams.
The campaign also aims to raise awareness about platform tools such as two-factor authentication (2FA) and the Block and Report feature. "It’s awareness with a twist — no preaching, no drama – just authentic, relatable moments that resonate," said a Meta spokesperson.
The current campaign continues with the effort focused on driving awareness about rising cyber fraud cases and aligning with ongoing national digital safety efforts, but attempts to meet audiences where they are, both physically and culturally, using language and humour familiar to a digital-native public.
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