• Telephone and online scams are widespread in Hong Kong and remain a persistent social problem. University students are among the most vulnerable groups: they often lack sufficient local experience, rely heavily on digital platforms, and are easily unsettled by messages such as “account suspension,” “official notice,” or “urgent payment.” These scams not only cause financial losses but also lead to stress and distraction, undermining students’ academic focus, well-being, and confidence in their campus environment.

• At the same time, social media is the dominant channel through which students exchange information and build trust with peers. Compared with top-down official warnings, reminders delivered by fellow students and embedded naturally in everyday content are more likely to be noticed, trusted, and acted upon. This creates an opportunity for CityUHK to strengthen digital safety awareness and normalize help-seeking behaviours through a peer-led social media campaign, thereby fostering a safer and more supportive learning environment.

• CityUHK SafeConnect project will be implemented through a structured, ambassador-led model that combines peer engagement, social media outreach, and cross-unit collaboration.
Thirty student ambassadors will be recruited, with offline ambassadors drawn mainly from CityU’s Kowloon Tong and Ma On Shan residence compounds, and online ambassadors serving broader digital roles. All ambassadors will receive training in scam prevention, social media storytelling, and basic psychological support, supported by Project Advisors, and the CityUHK–China Unicom Joint Laboratory’s continuously updated resources. Offline ambassadors will distribute materials, host interactive activities, and act as liaison points within residence areas, while online ambassadors will produce weekly anti-scam posts, track engagement metrics, and encourage peer participation using project hashtags. The team will also partner with the Student Residence Office, CSSA, and CSSAUG to amplify campaign messages and strengthen campus-wide involvement in promoting digital safety and student well-being.