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Dubai launches 'Don't Get Played' cybersecurity campaign with AED 230,000 prize pool
The Dubai Electronic Security Centre launched its 'Don't Get Played' cybersecurity awareness campaign on Oct. 1, with competitions offering AED 230,000 in prizes.
Why it matters
The Dubai Electronic Security Centre (DESC) launched 'Don't Get Played', a cybersecurity awareness campaign running throughout October as part of Cybersecurity Awareness Month. Its message is a simple habit: Pause. Verify. Don't Get Played. As AI-manipulated voices, images and documents make scams harder to spot, official outreach like this is becoming essential protection for residents.
Full report
The campaign features competitions with a total prize pool of AED 230,000, targeting university students, content creators, community members and Security Operations Centre (SOC) teams from Dubai Government entities, inviting them to create innovative cybersecurity content and solutions.
It focuses on common scam warning signs: urgency and pressure, requests for secrecy, unusual demands, or attempts to prevent independent verification. The campaign's mascot is 'Yado Salama', a virtual Emirati grandmother whose sharp instincts help people recognise scam scenarios.
According to digital identity platform Sumsub, sophisticated multi-step fraud attempts surged 180% in 2025 versus 2024, rising from 10% to 28% of all identity fraud cases detected.
Source: Emirates News Agency (WAM), Oct. 1, 2026
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