Podcast 🎧 & blog: Cyber safety as a public good in Moldova

Written by Federico Plantera

When cybersecurity becomes a national and societal priority, the challenge for governments is to ensure relevant messages resonate broadly, are easily understood, and are culturally meaningful. This means going beyond technical language or one-size-fits-all solutions, and instead working with local trends, social dynamics, and communication habits that shape how citizens engage with digital risks. 

In this podcast episode, Rica Williams, Senior Expert at the e-Governance Academy, and Moldovan journalist Svetlana Gore share how Moldova is turning digital safety into a whole-of-society conversation. Capitalising on all resources available, Moldova embraced creative and community-based strategies to embed cybersecurity into public life – with approaches ranging from digital street interviews to campaigns on public transport. 

Cyber Resilience as a Shared Responsibility 

Cybersecurity is often perceived as a technical field, reserved for IT professionals and intelligence agencies. “People think of a person in a hoodie in front of a screen,” Williams notes. “But really, cybersecurity begins with all of us.” 

This idea guided Moldova’s campaign Siguranța Digitală, which aimed to make digital safety accessible and engaging for everyday people. The campaign began by introducing basic terminology and concepts, helping citizens understand threats like phishing or social engineering. “If someone doesn’t know what ‘phishing’ is, they can’t protect themselves,” says Williams. So, a digital glossary was developed to support this process, with knowledge resources telling it plain and straight. 

Workshops in schools and universities played a central role too, alongside leaflets and ads in multiple languages – Romanian, Russian, and Ukrainian – to reach Moldova’s diverse population. Additional sessions were held with parents and community groups, recognising that raising awareness is an intergenerational challenge. The message was clear: cybersecurity is for everyone, not just for those with technical knowledge. 

A Tailored Approach Through Local Strategies with Global Relevance 

Digital habits differ from country to country, so awareness strategies must be tailored to local contexts. In Moldova, traditional advertising methods were combined with digital content like Facebook reels and interviews in public spaces. These vox pops revealed some knowledge gaps, but hinted also at where misinformation might be spreading. The campaign also experimented with content formats to see what generated the most engagement. Turns out, short videos, infographics, and storytelling from real people all proved effective. 

“We went where people are,” explains Gore. “Whether on the street, on public transport, or on social media, our goal was to make the topic understandable and relevant.” 

Some intel. Despite widespread awareness of cybersecurity’s importance, actual behaviour often lagged behind. For example, while 89% of Moldovans say cybersecurity matters, only 60% know how to create a strong password – and 42% never change theirs. According to Williams, this points to a motivation gap: “Knowing isn’t the same as doing.” Cultural habits and resistance to change can play a significant role in this outcome. 

To close this gap, the campaign provided short online courses and featured trusted figures, like librarians and educators, on local media platforms. “We didn’t need high-tech solutions,” says Gore, “but trusted messengers.” These figures served as community anchors, helping turn abstract concerns into concrete behaviours. 

From Trolleybuses to Trust 

The campaign wasn’t driven by funding alone. It was a collective initiative involving public institutions, media outlets, community organisations, and private companies. According to Gore, “It became a shared mission.” This whole-of-society approach proved essential for trust and legitimacy. 

Radio shows reached wide, and pop-up events in markets allowed citizens to engage directly, asking practical questions about online safety. “What apps should I trust? How do I help my family stay safe online?” among the most common ones. The campaign also built bridges between cities and rural areas, ensuring that cybersecurity was not perceived as an urban issue alone. 

Gore, as a journalist, also points out that even in her own profession, many colleagues lack essential cybersecurity training. But educational media formats, like the ad-hoc TV segment Fact or Fake, have helped tackle disinformation and build trust in digital spaces. Journalists were also invited to capacity-building sessions, recognising their role as multipliers in the information ecosystem. 

With online tools designed for mobile devices, public transport ads, and cooperation from telecom providers, the campaign works. And moves forward by signalling digital safety as a shared responsibility, also through further partnerships with local universities and small businesses that amplify the campaign’s sustainability. 

“We can’t do it alone,” Williams concludes. “But when each person contributes even a little, the total impact is enormous.”  

From raising digital literacy to confronting misinformation, their work shows that the right mix of local insight, inclusive messaging, and coordinated effort can go a long way in transforming cybersecurity into a public good that everyone understands and participates in. 

The podcast episode and the blog is part of the communication activities of the EU-supported project “Moldova Cybersecurity Rapid Assistance 2.0”. Building on the successes of Cybersecurity Rapid Assistance 1.0, the new project aims to strengthen Moldova’s cybersecurity infrastructure further. 

Explore the project >>> https://ega.ee/project/moldova-cybersecurity-rapid-assistance-2/ 

Listen to all Digital Government Podcast episodes >>>  ega.ee/digital-government-podcast