According to RMIT lecturer in Professional Communication Dr Bui Quoc Liem, Vietnam needs a national campaign to turn communication into a shield against cyber crime, helping citizens identify, respond to, and protect themselves in the digital space.
For years, cyber security communications in Vietnam have been mostly confined to warnings and recommendations. Messages like “Beware of scammers”, “Don’t click on strange links”, or “Don’t share personal information” are widespread, but still insufficient to build a habit of digital self-defence in society.
Cyber security experts have argued that communication should not be one-way propaganda but a proactive crime prevention tool. Instead of merely informing, a well-designed campaign must guide action. Every citizen should be trained to recognise and respond to scam scenarios like a true “digital gatekeeper”.
Global lessons: From “Stop. Think. Connect.” to “I can ACT”
Many countries have elevated anti-scam communications to national campaigns.
In the United States, a campaign initiated by the Department of Homeland Security has found success with a simple message: “Stop. Think. Connect.” As a result, 96 per cent of surveyed Americans felt a personal responsibility towards cyber security, while 93 per cent believed their online actions can protect not only friends and family, but also help to make the internet safer around the world.
Singapore turned to the law and technology to build an approach. The “I can ACT against scams” campaign encourages citizens to Add, Check, Tell (ADD the ScamShield app, CHECK for scam signs with official resources, and TELL the authorities, family, and friends). The government’s ScamShield app blocks scam calls and messages, while a “kill-switch” mechanism allows users to temporarily lock bank accounts when suspicious activity is detected.
More importantly, Singapore established the Anti-Scam Command (ASCom), a rapid response centre that coordinates between the police and banks to freeze accounts within minutes. In the first half of 2025, the country reduced scam cases by 26% and the amount lost to scams by 12.6%.
Australia chose early education with its “CyberSmart” program, integrating digital safety into schools as a life skill. Children are taught to identify fake news, protect data, and stay calm when facing online risks. The government even created an independent agency, the eSafety Commissioner, to handle harmful content and coordinate nationwide digital literacy education.
Can Vietnam launch a similar campaign?
The answer is yes, and it must be done urgently.
Having caused estimated losses of VND18.9 trillion in 2024, online scams are no longer just a cyber security issue but a socio-economic security concern. A national campaign (possibly named “Stop Scams – An toàn số cho mọi người”) would not only warn citizens but also drive action to build real defences.
A public-private alliance would be the optimal model, where the Ministry of Public Security (Department of Cyber Security and High-Tech Crime Prevention) is responsible for expertise and crime scenarios, while banks, telecom companies, and social media platforms serve as the “digital frontlines”.
Similar to Singapore’s ASCom, Vietnam can build its own “Anti-Scam Vietnam Command,” a rapid response centre between the public security authorities and banks to freeze suspicious transactions within minutes instead of days.
Multi-layered communication: Media – Influencers – Digital platforms
An effective anti-scam campaign must “speak with many voices”.
Mainstream media is the official and verified source of information from the public security authorities, helping citizens identify fake news and official channels. Influencers act as “emotional amplifiers”, delivering digital safety messages to youths in relatable, everyday language.
Finally, social media platforms like Zalo, TikTok, Facebook, Instagram, and Threads must act as co-combatants – not only removing scam content but also proactively warning users through pop-ups, automated messages, or alert hashtags (like #StopScams).
A “scam scenario bank” can be created for influencers, journalists, and businesses to use when producing warning content, ensuring consistency and accuracy.
“Slowly but surely” – A localised action framework
The message “Slowly but surely” (CHẬM MÀ CHẮC) could become the behavioural core of the “Stop Scams” campaign, serving as a localised version of Singapore’s ACT (Add – Check – Tell) framework. Instead of stopping at warnings, “Slowly but surely” aims to build specific action reflexes for citizens in the digital environment.
The proposed three steps are: Add technical shields by installing apps that block scam calls and messages (like a potential ScamShield Vietnam app); check information carefully via official hotlines, avoiding hasty money transfers; report to the police, banks, or through a national app when signs of scams are detected.
This is not just a slogan but an action framework tied to real tools, from protection apps and warning chatbots to instant account freezing mechanisms.
From communication to national policy
To be sustainable, “Stop Scams” must be institutionalised as part of the National Strategy on Digital Economy and Digital Society Development with a vision to 2030, not just a short-term movement.
A legal framework for rapid response is needed, allowing banks and authorities to freeze accounts in emergencies. Vietnam should also consider establishing a national digital safety agency similar to Australia’s eSafety Commissioner, responsible for managing harmful content, scams, and public digital literacy education.
Ultimately, the root solution is nationwide digital literacy education, especially for the elderly and students, who are the most vulnerable groups. When citizens understand that cyber security is a personal responsibility, not just a government task, a true community shield will emerge.
Not just a campaign, but a national commitment
“Stop Scams” must be more than a slogan. It should be a national commitment to protect citizens in the digital space.
When a single scam message can cause billions of VND in losses, and victims lose not only money but also trust in digital transformation, communication cannot stand aside. It must become the first line of defence, where every article, video, and alert helps prevent potential incidents.
A “Stop Scams” campaign, led by the government and supported by businesses, the media, and the community, is the necessary step to make Vietnam a safe, human-centric, and resilient digital nation in the new era.
Story: Dr Bui Quoc Liem, Lecturer in Professional Communication, RMIT University Vietnam
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