e& Launches CTRL + BLOCK Initiative to Fight Cyberbullying
As young people spend more time online, cyberbullying continues to affect their confidence, wellbeing and sense of safety. Therefore, global technology group e& has launched CTRL + BLOCK, a youth-focused movement designed to encourage young people to block online bullying, set healthy boundaries and take control of their digital spaces.
Developed in collaboration with Dubai-based fashion label Mrs Keepa, the initiative reframes blocking as a positive action rather than a sign of retreat. Instead, the campaign presents it as an act of self-respect, protection and personal agency. Furthermore, the movement aims to make digital safety tools more visible and socially accepted among young people.
Fares Hamad Fares, Vice President, Group Digital Marketing at e&, said: “Cyberbullying can have a real impact on how young people see themselves and how safe they feel online. With CTRL + BLOCK, we want to send a clear message that blocking online bullying is not weakness; it is a powerful step toward protecting your wellbeing. e& is using its platform to make healthier digital habits more visible, more accepted and more empowering for youth”.
Fashion Meets Digital Wellbeing
The collaboration with Mrs Keepa uses fashion as a creative tool to connect with younger audiences. However, fashion is not the primary focus of the movement. Instead, it helps transform digital boundaries into something young people can see, wear, share and discuss.
By partnering with a brand known for bold visual storytelling, the campaign turns a familiar online action into a broader statement about confidence, identity and self-respect. As part of the initiative, Mrs Keepa created a limited capsule concept inspired by resilience, personal boundaries and authentic self-expression in the digital age.
Mariam Yehia, Creative Director and Co-Founder of Mrs Keepa, said: “Fashion is how we tell stories at Mrs. Keepa and CTRL+BLOCK is a story about strength. We wanted each piece to remind people that setting boundaries isn’t weakness, it’s power. This collaboration with e& felt right because we both believe tough topics can be tackled in a way that feels human and uplifting”.
Encouraging Healthy Digital Habits
The movement also invites parents, educators, creators and communities to join conversations about digital wellbeing and responsible online engagement. Consequently, it promotes a shared responsibility for creating safer online environments.
Ross Addison, Managing Director/Child and Adolescent Psychologist, Reverse Psychology LLC, said: “Movements like CTRL + BLOCK are important because they make digital boundaries feel normal, healthy and socially accepted.”
Moreover, the campaign reinforces the message that every young person has the right to protect themselves online. As a result, CTRL + BLOCK supports broader efforts to promote digital wellbeing, youth empowerment and respectful online interactions.
