As the landscape of online crime grows increasingly sophisticated, causing tens of billions of baht in damages annually, TikTok has reinforced its commitment to digital safety by launching the second season of its “Thais Aware” (#คนไทยรู้ทัน) campaign. In a strategic alliance with Thailand’s Ministry of Digital Economy and Society (MDES) and a coalition of 11 other public and civil society organizations, the initiative aims to build a sustainable digital immunity for Thai citizens against escalating online threats.
The modern battlefield of cybercrime has evolved, with criminals now leveraging artificial intelligence (AI) to execute elaborate scams. From deepfake technology that convincingly mimics the faces and voices of loved ones to AI-generated phishing messages that are nearly impossible to detect, these threats have inflicted not only significant financial loss but also severe psychological distress upon victims.
Building on the success of its inaugural year, which saw over 2.5 million video creations under the campaign hashtag generating 3.4 billion views, the 2025 initiative expands its network of partners to 12 key organizations. This collaboration is structured into three specialized task forces to address the multifaceted nature of online fraud.
A Multi-Pronged Strategy for a Safer Digital Ecosystem
The expanded partnership for the #ThaisAware Season 2 campaign is designed for comprehensive coverage against digital threats. The collaboration is divided into three core groups:
Fraud Awareness and Prevention: Led by the Ministry of Digital Economy and Society (MDES), the Central Investigation Bureau (CIB), and the National Cyber Security Agency (NCSA), this group will focus on educating the public about new and emerging scam tactics.
Safe Online Commerce: To bolster the e-commerce ecosystem, this group will tackle issues of counterfeit goods and substandard products, aiming to restore trust among consumers and sellers. Partners include the Electronic Transactions Development Agency (ETDA), the Food and Drug Administration (FDA), the Office of the Consumer Protection Board (OCPB), the Cyber Crime Investigation Bureau (CCIB), and the Thailand Consumers Council (TCC).
Financial and Investment Scam Prevention: Tasked with combating increasingly complex investment fraud, this unit comprises the Bank of Thailand (BOT), the Securities and Exchange Commission (SEC), the Department of Special Investigation (DSI), and the Cofact project.
From Creative Platform to Safety Powerhouse
TikTok is leveraging its platform’s extensive reach and creative community to instill a “New Online Behavior” among Thais. The campaign will utilize memorable, actionable content to equip users with the knowledge to protect themselves.
More than 10 influential creators, including Aunnyc, Brighten_Studios, Prewery Land, and 1 Minute Review, with a collective following of millions, will disseminate preventive knowledge in an engaging and accessible format.
A cornerstone of the campaign is the “#Hashtag Challenge” titled “#เอ๊ะถามอ๋อ” (#EhAskOh, translating to “Huh? Ask, Oh!”), running until September 25, 2025. This challenge invites creators and the public to produce viral videos that raise awareness about online dangers, with top-performing content eligible for special rewards.
Chanida Klyphun, Head of Public Policy for Southeast Asia at TikTok, stated that creating a safe and trustworthy environment is a core mission for the platform. “Beyond awareness, TikTok is committed to advancing digital literacy for all Thais through initiatives like ‘Transforming Learning’ and our partnership with MDES to provide e-commerce courses via the ‘TikTok Shop’ curriculum to over 1,500 community digital centers nationwide,” she said.
A Unified Front: Voices from the Alliance
The collaboration has drawn strong support from all partners, who emphasize a collective shift towards a more proactive stance against cybercrime.
Air Vice Marshal Amorn Chomchoey, Secretary General of the National Cyber Security Agency (NCSA), said, said, described the strategic partnership as “a preemptive strike against future threats,” highlighting the focus on teaching citizens to identify AI-manipulated content. Ekapong Rimcharone, Inspector-General of the Ministry of Digital Economy and Society and Director of the Anti-Online Scam Operation Center, said, stressed the importance of speed. “This collaboration allows us to push real-time alerts and scam updates directly to users’ feeds, moving from a reactive to a proactive, large-scale prevention model,” he remarked. Meanwhile, Pol Colonel Neti Wongkularb, Deputy Commander of the Technology Crime Suppression Division (TCSD), Central Investigation Bureau (CIB), said views the project as a joint operation “to change the game, turning a platform once targeted by criminals into a space where they can no longer hide.”
Partners focused on e-commerce safety echoed this sentiment. Praparat Chaiyot, Senior Executive Officer at ETDA and Head of 1212 Online Complaint Center, ETDA noted the initiative is a “critical step in building a safe, transparent platform ecosystem.” This was supported by Prapatphong Chanchit of the OCPB, who sees the campaign as a tool to empower consumers with knowledge of their rights before they purchase.
From the financial sector, Ubonrat Chantarang, Director of Communication Strategy and Corporate Relations, Bank of Thailand (BOT) explained that educating millions of users “strengthens the very first link” in the digital payment ecosystem. Ashinee PattamAsukon from the SEC added that the campaign will “arm a new generation of investors with the critical thinking skills to distinguish legitimate opportunities from scams.”
Government Reinforces Legal and Operational Frameworks
Prasert Jantararuangtong, Deputy Prime Minister and Minister of Digital Economy and Society, outlined the government’s three-pronged strategy to combat cyber fraud. This includes enforcing robust legislation, such as the Royal Decree on Cyber Crime Prevention and Suppression; upgrading the AOC 1441 hotline into a one-stop service center with legal authority to freeze illicit accounts; and strengthening communities through programs like “1 District, 1 IT Man.”
Ultimately, the “Thais Aware Season 2” campaign represents a powerful synergy between public and private sectors. With the government providing the legal and operational backbone, TikTok is utilizing its platform to distribute knowledge and build a collective immunity, proving that collaboration is the most effective vaccine against the pervasive threat of online crime.
SCB TechX unveils new vision to become ‘Strategic FinTech Enabler’
AI: A survival tool, not a choice, for Thai industries
From Bio-Hack to National Alert: The Topp Jirayut Story
