Malaysians spend 5 hours a day on the Internet, where 60% is spent on social media. In the digital world, many forget that any information they post up is out there for the world to see. The objective was to raise awareness on Internet safety and bring forward the dangers of posting your information in cyberspace. Together with the non-profit organisation, Empower, we created a campaign to bring to light the dangers of the Internet.

We created three Instagram profiles to represent the most prevalent online predators – @a__paed0phile, @a__rapi5t, @a__stalk3r. We liked, followed and commented on pictures using relevant hashtags and location tags. The profiles targeted mothers who post their kids pictures, young girls who tag their current locations and provocative posts by young women.

Once they check the profiles of the predators, our campaign message was revealed to be careful of what they post online. A link led users to social media tips, hosted by Empower. They were encouraged to share the message, giving the campaign its viral effect.