As millions of Filipinos shift their banking, shopping, and daily transactions to their smartphones, a shadow economy of increasingly sophisticated scammers is waiting in the wings. Now, a major alliance between MediaQuest and Maya is stepping in to fight back.
It starts with a text message from a number you don’t recognize, or a social media post promising returns too good to be true. A few clicks later, hard-earned savings disappear. For a growing number of Filipinos navigating the digital economy for the first time, this is not a hypothetical. It is a daily reality.
As the Philippines continues its rapid shift toward digital financial services, a new kind of vulnerability has emerged. Filipinos are more connected than ever, but they are also more exposed than ever to online fraud, phishing schemes, and financial scams designed to exploit gaps in digital awareness.
Recognizing this urgent need, MediaQuest’s THINKaMuna Pilipinas advocacy is expanding its reach through a new partnership with Maya. Together, they are merging media literacy with financial education to build a critical line of defense for everyday Filipinos.
From Fact-Checking to Fund-Protecting
Launched by MediaQuest in 2024, THINKaMuna Pilipinas was originally built around a simple but powerful idea: before you share or react to information online, pause, verify, and think critically. The campaign quickly gained traction and international recognition for helping Filipinos navigate an era of misinformation.
But as the online threat landscape evolved, so did the advocacy.
“Media literacy is no longer just about distinguishing real news from fake news; it is our critical shield for everyday survival,” said Ricky Vargas, President and CEO of MediaQuest. “Partnering with Maya allows us to extend the THINKaMuna philosophy directly to millions of Filipinos who need to be protected from financial scams. Before you click, share, or transact online, we want every Filipino to pause, verify, and protect themselves from these predators.”
The message is clear: the same critical thinking skills needed to spot a fake headline are the very skills needed to spot a fraudulent investment scheme, a spoofed banking link, or a deceptive online seller.
Trust Must Keep Pace with Technology
For millions of Filipinos, many of whom were previously unbanked or underserved, digital finance has opened doors to convenience, savings, and economic opportunity. But access without awareness can be dangerous.
Orlando Vea, CEO and Founder of Maya and Co-Founder of Maya Bank, emphasized that an equal investment must keep pace with the growth of digital finance in consumer safety.
“Digital finance creates greater opportunities for more Filipinos, but trust and safety must grow alongside adoption,” Vea said. “Financial education today goes hand in hand with media and information literacy.”
For Maya, the collaboration is a natural extension of its ongoing commitment to consumer protection. Beyond its secure digital banking and payment services, the company has invested heavily in fraud prevention through advanced security technologies, customer protection features, and public awareness initiatives. This partnership brings those efforts into the public eye through MediaQuest’s unmatched media reach.
A Practical Shield for Everyday Filipinos
Through the collaboration, MediaQuest and Maya will develop educational content and community-based programs focused on three key areas: scam awareness, fraud prevention, and responsible digital engagement. The goal is not merely to inform, but to equip Filipinos with actionable habits and simple mental checkpoints that can prevent devastating financial losses.
The initiative arrives at a critical moment. As digital transactions become the norm for everything from paying utility bills to receiving government aid, the stakes of online safety have never been higher for ordinary households.
A Campaign That Has Already Proven Its Impact
THINKaMuna Pilipinas has already established itself as one of the country’s most recognized literacy and public awareness campaigns. Since its launch, it has earned an Asia Design Prize 2026 in the Communication category and the Gold Award for Most Innovative Corporate Social Responsibility Campaign at the Marketech APAC Next Awards Philippines 2025. The advocacy has also partnered with UNESCO, the Public Relations Society of the Philippines (PRSP), and the International Association of Business Communicators (IABC) to promote critical thinking and digital resilience nationwide.
Now, with Maya on board, the campaign’s mission deepens: it is no longer just about thinking before you post. It is about thinking before you pay, before you transfer, and before you trust.
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