In partnership with the Media Regulatory Office, of the Ministry of Culture and Youth in the UAE, TikTok has announced the launch of the biggest of its kind awareness campaign that aims to reinforce understanding towards the potential dangers associated with digital platforms. The initiative consists of a video series in multiple languages, featuring a selection of content creators that shed light on the challenges of the digital world, and the importance of positive and safe use of the internet.

As part of safety month awareness initiatives and efforts announced by TikTok for February, which included the launch of the region’s first Safety Advisory Council, the campaign targets users of the digital platform, spanning various ages and backgrounds, focusing especially on the youth. It mostly focuses on the foundations of safely surfing websites and social media platforms, and the ways to navigate potential dangers on those platforms.

Commenting on the launch, Dr. Rashid Khalfan Al Nuaimi, Executive Director of the Media Regulatory Office said, "The campaign is part of ongoing efforts by the Media Regulatory Office, whose strategic partnerships aim to further develop digital safety and enhance security systems in the country. Such initiatives strive to provide safe environments for all internet and different platform users, especially the youth. From this, stems the importance of the partnership with TikTok, to raise awareness around the challenges that arise from excessive dependency on digital platforms and the technological progress around us in the world.”

Farah Tukan, Head of Public Policy at TikTok Middle East, Turkey, Africa, and Pakistan commented, “The safety and wellbeing of our community is our top priority. While dangerous challenges and hoaxes are an industry-wide challenge, we at TikTok share the interests of parents and caregivers in this mission, which is why we are committed to working with external experts to inform our work. We are glad to collaborate with the Media Regulatory Office in UAE to spread this vital message amongst our youth in the best way we know how, creatively.”

A well-renowned group of content creators, with different areas of interest and languages, are participating in the awareness campaign launched by TikTok in cooperation with the Media Regulation Office. These include Abdullah Hattawi, who regularly creates stunt videos with his teammates, who are well-known professional athletes, with years of experience.

Known for being amongst the most prominent participants of TikTok’s challenges, Azza Zarour is another content creator taking part in the initiative. She has used her platform to share best practices when taking on fun challenges and safely using the internet, based on her previous experiences.

Finally, family and parenting creators focus on how parents can play a role to make sure kids don't participate in dangerous challenges. High profile creator, and mother of three, Karen Wazen shows the importance of having an open dialogue with kids and teens in her video, and educating them to STOP, THINK, DECIDE and ACT before sharing and participating in dangerous challenges.