Cheil MEA, in partnership with M.A.L.I. (Mouvement Alternatif pour les Libertés Individuelles), has launched an innovative and impactful campaign designed to help children recognize and respond to dangerous situations in a safe, approachable, and engaging way..
M.A.L.I., a feminist movement founded in Morocco in 2009 by renowned human rights activist Ibtissame Betty Lachgar, is dedicated to defending individual freedoms, along with promoting women’s and children’s rights.
Building on its mission, the 'Safety for Noobs' campaign developed by Cheil MEA, introduces child-friendly tools that foster essential conversations around sexual safety without relying on fear-based tactics.
The campaign revolves around two key educational components: A Roblox Game: Leveraging the popularity of the gaming platform Roblox, the campaign transforms the familiar “obby” mode into a powerful learning tool.
Through interactive scenarios, children face real-life-inspired situations, make decisions, and receive immediate feedback—helping them build awareness and decision-making skills in a fun and immersive environment.
It is also an interactive book--engaging storybook that features relatable situations that escalate subtly, encouraging children to identify early warning signs and make proactive decisions.
The stories empower young readers to recognize potential threats while keeping the tone light, relatable, and non-alarming.
Both tools have been designed to be valuable resources for parents and educators, enabling meaningful discussions that equip children with the knowledge they need to stay safe while preserving their sense of innocence and wonder.
Ibtissame Betty Lachgar, coordinator of M.A.L.I., emphasizes the importance of the initiative: “Children are the most vulnerable members of our society, and they need protection. This campaign provides an effective, gentle way to teach them about safety while empowering them with the tools to respond confidently.”
´Safety for Noobs' represents a bold, creative step in promoting child safety through playful education.
By combining technology and storytelling, Cheil Dubai and M.A.L.I., have managed to reshape how the communication approach to teach children about safety—by turning critical life lessons into engaging, interactive experiences. Yes it worked!
