Fiabe Moderne is an awareness campaign against online scams, developed with Will Media as a hypothetical client.

In a context where online scams multiply every day, targeting older people in particular, the project addresses this social emergency by reinterpreting fairy tales as metaphors of the present. The poisoned apple, the wolf and the cat-and-fox duo become symbols of contemporary digital threats, phishing, deepfakes and fake investments, giving universal and familiar archetypes a communicative power capable of resonating across generations.

The concept is grounded in an in-depth quantitative survey with over-60s, which revealed that 46% of respondents have been victims of online scams and 70% know at least one victim. This data confirms the urgency of widespread, accessible digital education, free from alarmist tones.

The campaign unfolds across three posters (70×100 cm), three social media posts and an editorial book, all sharing a coherent visual identity. Each output combines impactful headlines that leverage fairy-tale metaphors with subheadings that unveil the real risk, and practical calls to action offering concrete advice.

The language adopts Will Media’s tone of voice: ironic, informal and accessible, reducing the distance between those who communicate and those who receive the message. In this way, digital awareness becomes a shared and participatory process rather than a moralistic lecture.

Fiabe Moderne shows how storytelling, when consciously designed, can become a tool for social protection and for building a safer and more responsible digital culture.