Enhancing Online Safety Awareness in Malawi with Get Safe Online
The campaign aimed to educate Malawians about online safety, equipping them with knowledge to navigate digital spaces securely. Through a strategic mix of media outreach, influencer engagement, and community-driven initiatives, the project successfully heightened awareness on the importance of cybersecurity.
Client
Services
Challenge
With increasing internet penetration in Malawi, many individuals lacked awareness of online safety, exposing them to cyber threats such as scams, fraud, and misinformation. There was a critical need to educate the public on safe online practices through a large-scale, multi-channel awareness campaign.
Approach
To tackle this challenge, we partnered with Get Safe Online, a UK-based non- profit, to implement a comprehensive and impactful campaign. Our strategy incorporated a mix of traditional and digital media, ensuring widespread reach across Malawi. We leveraged press releases to engage an estimated readership of 420,000, while collaborating with leading radio, TV, and print media to amplify key messages. To enhance community engagement, we conducted interactive workshops, equipping participants with essential online safety knowledge. Additionally, we developed compelling digital assets, including presentations, web content, and social media materials, ensuring accessibility and engagement. A notable highlight was our partnership with Malawian influencers, who created personalized online safety reels that resonated with local audiences, achieving an organic reach of 134,567. Further reinforcing our campaign’s visibility, billboards were strategically placed, and commercials aired across radio and television, maximizing audience exposure.
Result
The campaign delivered remarkable results, significantly raising online safety awareness across Malawi and beyond. Billboards placed in high-traffic areas generated an impressive 6.4 million impressions over 60 days, reinforcing key messages at scale. The digital campaign reached 1,197,020 users, demonstrating the power of online platforms in driving engagement. Meanwhile, radio and television commercials amassed a staggering 383 million impressions, ensuring that online safety messaging permeated diverse audiences. This multi-faceted approach not only strengthened digital literacy in Malawi but also extended its impact to surrounding regions, fostering a more informed and security-conscious online community.
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