As more young people turn to online platforms for content consumption, it has become increasingly important for youth to be digitally literate and responsible when consuming and using digital media. Students of the journalism and mass communication programme at Amity University, Dubai chose digital media literacy as their key campaign theme for their final-year project. Several digital media professionals, representing well-known news publications and portals in the UAE, India, and Oman attended the launch event on Tuesday. The extensive behavioural change campaign aims to sensitise students in schools and colleges, encouraging them to be mindful and responsible in their internet usage.