Zain KSA launches “Internet Monsters” campaign to protect children

Zain KSA has launched its “Internet Monsters” campaign across various digital platforms and social media sites. This comes at a crucial time when the activity of this younger age group is on the rise, reaching an average of 30% of all internet users.

To ensure engagement and the effectiveness of its approach, Zain KSA’s online campaign puts a creative modern twist on the classic fairy-tale characters, giving a window into the reality of the digital world. Through the portrayal of the villains as evil digital characters, the campaign methodically and directly cultivates awareness of the dangers of the internet. The company has indicated that it aims to help children understand the dangerous risks that they might face online, introducing effective ways to counter them and to ensure their protection.

Commenting on the campaign, Zain KSA’s Chief Communication Officer Rayan Al Turki stated, “As a leading telecommunications and IT service provider, we stand by the values of our social responsibility and are highly committed to our role on multiple social fronts, ensuring the safety of the upcoming generations who are vital for our society’s sustainability and development. The “Internet Monsters” campaign is timelier than ever before as the estimated number of online users from younger age groups is increasing, especially with the new normal brought about by the COVID-19 pandemic. Therefore, our role is to try everything within our reach to protect our children from online threats that they might encounter, particularly when misusing the internet which can incite deviance and violence among youngsters.” Al Turki also highlighted, “the vital importance of collaborating with parents and caregivers to boost children’s awareness of this issue and ensure that the campaigns’ goals are achieved.”

Notably, the “Internet Monsters” campaign is part of Zain Group’s initiative in the region, following its partnership with UNICEF in accordance with their signing of a Memorandum of Understanding (MoU) for promoting child protection activities.