Digital Scouts: gamifying online safety for the next generation

Kids today don’t just use the internet — they are born with a phone in their hand and speedrun it. Swiping, clicking and sharing come naturally, while pausing to think rarely does. Teaching digital safety in this environment is no easy quest, especially when the audience is famous for skipping anything that feels like a lesson.

Telco Yettel Bulgaria has been playing the long game when it comes to digital safety, building the Digital Scouts initiative year after year. So, to make the campaign distinguishable in 2025, we had to change the rules of the game. We turned digital literacy learning into interactive game challenges, powered by the insight that Gen Z and Gen Alpha don’t just like games but demand meaning and personalisation, Digital Scouts turned digital literacy into an interactive challenge.

Digital Scouts smashed the RESET button — and respawned in a completely new format based on fully-fledged online games, built around real scenarios and real choices.

With online games, live activations, and a community-driven ecosystem, the campaign transformed risks into playable experiences. The new tone of voice speaks the language of kids and teens, while naturally pulling parents into the game as allies. The rallying call is simple and empowering: “It’s Your Move!”

Trust (especially in the digital world) isn’t given — it’s earned, level by level.