After 10 years, Safeonweb has become a trusted reference for cyber security in Belgium. Research by the Centre for Cyber Security Belgium (CCB) shows that 82% of the population knows Safeonweb as a reference for cyber security. The Safeonweb website receives around 2 million visits every year and the Safeonweb campaigns are noticed by almost half of the population.
That trust is important, because online fraud continues to evolve. Fraudsters use not only phishing emails, but also social media, text messages, phone calls and fake websites. Safeonweb aims to be a clear and reliable source for every internet user.
The annual campaigns translate these changing risks into simple and practical tips. They help not only citizens, but also hundreds of partner organisations. These partners share the message with their own target groups.
Why awareness campaigns are important
Cybercriminals do not always hack devices. They manipulate people into clicking, sharing a code or downloading an app. That is why Safeonweb campaigns focus on recognisable behavioural signals: urgency, pressure, secrecy and ‘too good to be true’. We then provide one clear action that you can take immediately.
For years, people learned to click and download. Now we have to point out to them that these innocent actions can be dangerous. That's why we promote a simple reflex: pause, check and only then act. That small moment often prevents major damage.
Katrien Eggers, spokesperson and communications manager, CCB
10 Safeonweb campaigns at a glance
The first major national campaign called on citizens to clean up and secure their devices. In this way, we can take back the internet together and make it more difficult for cybercriminals. Citizens were encouraged to apply basic rules for cyber security.
2017: Recognise suspicious messages in time
When it comes to phishing, if you spot the trap in time, you can prevent most of the damage. The campaign taught citizens to recognise suspicious messages before clicking or sharing data.
A phishing test was developed for this campaign, which partners still use today during information sessions. The email address suspicious@safeonweb.be was also launched.
2018: Backups and updates
This year, the emphasis was on two digital hygiene actions: install updates and make backups. Updates close vulnerabilities. Backups limit the damage if you become a victim.
2019: Think twice before you click on a link
Phishing remains the biggest cybersecurity problem. Fraudsters spread it via email, text message and social media. The focus is on one reflex: pause and check before you click. Call to action: always forward suspicious messages to suspicious@safeonweb.be. To date, up to 10 million messages are forwarded to this email address every year.
2020: Passwords are a thing of the past
Due to the theft of login details and account takeovers, Safeonweb encouraged stronger account security. The slogan “passwords are outdated” put Two Factor Authentication in the spotlight. This remains a difficult topic for many people, so we made it as concrete as possible.
The video for this campaign won a European award for best awareness video.
2021: Outsmart a phisher: download the Safeonweb app
Phishing remains a major problem. That is why Safeonweb launched a warning app. The Safeonweb app helps citizens stay informed and respond more quickly to warnings and trends. We send up to 80 warnings via the app every year.
2022: OK is not always OK
Criminals are increasingly targeting smartphone users. The campaign warned that one impulsive click on “OK” can be enough to download an unsafe app or reveal your data.
2023: Phishing: the devil's in the details
Phishing is becoming more sophisticated and convincing. The campaign taught people how a URL is structured and how to check it before clicking. The Safeonweb browser extension and an e-learning module, Surfing without worries, were developed for this campaign.
2024: Use Two Factor Authentication wherever possible
Two Factor Authentication is a highly effective measure: stolen passwords become much less useful and you prevent account takeovers. Herstappe, the smallest village in Belgium, was the centre of attention. Safeonweb personally helped all 70 residents to activate Two Factor Authentication. We encouraged other municipalities to do the same.
2025: Don't fall for investment fraud: recognise the signs in time
Safeonweb expanded its focus from phishing to online investment fraud. Fraudsters often spread this type of fraud through advertisements, identity fraud and convincing social engineering. The campaign features Bill, a likeable moneybags. He invests online, but as soon as he wants to withdraw his profits, he loses everything. Bill is broke.
What have we learned from 10 years of awareness campaigns?
Our partners bring cyber security close to people, through channels they already trust. This way, the same message reaches a wider audience everywhere.
Cathy Grimmeau, communications officer Safeonweb, CCB
1. Chose one clear goal and one target group
Keep the message short and powerful. That is why Safeonweb deliberately chooses one core message each year.
2. Never blame the victim
The user is not the weakest link. Safeonweb also actively helps to make the online environment safer. For example, we track down suspicious links and offer a browser extension that warns users.
3. Make it human: humour helps
People are sometimes afraid of IT. A dose of humour makes the message lighter and attracts attention.
4. Give people a feasible action (‘Yes, you can’)
Many people feel powerless in the face of the tsunami of phishing messages. They cannot stop it, but they can forward one message. That is why citizens are doing this en masse.
5. Encourage partners
Mobilising partner organisations is essential to reach citizens across the country, especially through local prevention actors.