Google expanded its "Safer with Google" platform to address Vietnam's national challenge of low internet safety literacy among senior citizens. With one in two seniors exposed to cyber risks daily and existing educational materials dominated by technical jargon, Google created an age-inclusive program that transformed complex online safety concepts into accessible formats like poetry and folk songs. The campaign mobilized children and grandchildren as content creators and educators, successfully reaching seniors through both digital channels and nationwide in-person workshops.
Google aimed to extend its digital literacy efforts to senior citizens in Vietnam, an underserved demographic highly vulnerable to online threats. The campaign sought to increase downloads of Google's internet safety handbook, drive social media engagement with program assets, boost on-ground training participation, and secure official endorsement from government and NGO organizations.
In the three years prior, Google had been addressing Vietnam's internet safety challenges through its "Safer with Google" platform, initially focusing on primary school children. With Vietnam facing 19 million online threats annually and senior citizens particularly vulnerable to scams, Google recognized the urgent need to adapt its approach for older users who were deterred by traditional, jargon-heavy educational materials.
The campaign targeted Vietnamese senior citizens aged 55 and older. While this demographic used the internet for social connections and entertainment, they lacked comprehensive understanding of online safety, often responding with fear when encountering potential threats. This made them significantly more likely to fall victim to internet risks and scams compared to seniors in other Southeast Asian countries.
Recognizing that seniors rarely engage directly with branded campaigns, Google innovatively leveraged children and grandchildren as amplification channels. The strategy incorporated culturally relevant formats such as poetry to communicate safety knowledge in familiar, accessible ways. Google's internet safety handbook served as the foundational knowledge base, while partnerships with beloved celebrities helped drive engagement across generations.
The campaign's core execution centered on transforming younger family members into Google's content creators. Google partnered with actor Xuan Bac, known as the nation's beloved "child," who shared online safety poems across his social media platforms. Singer Phuong My Chi, representing the grandchildren generation, adapted these poems into folk songs tailored for senior citizens.
Content creators across Vietnam soon joined the movement, uploading their own creative interpretations across Facebook, TikTok, and YouTube, ensuring seniors could access lessons on any connected device. Understanding that many seniors had limited internet access, Google established an offline partnership with the Vietnam Youth Federation to co-create training workshops in all 63 regions of the country, utilizing youth advocates as instructors.
The campaign's sophistication lay in its strategic blend of culturally relevant creative mediums and community involvement. By engaging multiple generations and providing downloadable resources to support content creation, Google ensured nationwide reach while maintaining its commitment to accessibility and inclusion.
The Senior Online Safety program exceeded its objectives, achieving over 10 million social engagements driven by Google and organic social activists. More than 19,000 handbooks were downloaded, and over 9,000 voluntary trainers were recruited. Offline, the program conducted 198 workshops across 63 provinces, directly educating seniors on safe internet navigation.
The campaign generated free earned PR from 98 media publishers, creating a national conversation around internet safety for seniors. It received positive recognition from government bodies, including the Ministry of Information and Communication and the Authority of Information Security, as well as from NGOs and leading publishers.
By addressing the digital literacy gap among a frequently overlooked demographic and fostering intergenerational learning, Google established itself as a key player in promoting inclusive digital safety education in Vietnam. The campaign's success has set a precedent for future initiatives and paved the way for expanded government-endorsed programs.
