Abu Dhabi-based global technology group e& has launched CTRL + BLOCK, a new movement aimed at tackling the growing issue of cyberbullying among young people. In a unique collaboration with Dubai-born fashion label Mrs Keepa, the initiative seeks to normalize setting digital boundaries and empower youth to protect their online wellbeing.
Quick Facts
- Youth-focused anti-cyberbullying movement launched by e&.
- Features a collaboration with Dubai fashion label Mrs Keepa.
- Aims to reframe online blocking as an act of self-respect.
Reframing Digital Boundaries as Strength
As online interaction becomes central to the lives of young people, cyberbullying presents a significant threat to their confidence and mental health. The CTRL + BLOCK movement directly addresses this by recasting the act of blocking online bullies not as a retreat, but as a confident assertion of personal agency and self-protection. The goal is to make using digital safety tools a visible and socially accepted practice.
Fares Hamad Fares, Vice President of Group Digital Marketing at e&, explained the initiative’s core message: “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.”
The movement is supported by mental health professionals who see its value in promoting healthier online habits.
“Movements like CTRL + BLOCK are important because they make digital boundaries feel normal, healthy and socially accepted,” said Ross Addison, a Child and Adolescent Psychologist at Reverse Psychology LLC.
A Cultural Statement Through Fashion
To connect with its target audience, e& partnered with Mrs Keepa, a local brand known for its bold storytelling. The collaboration uses fashion as a creative language to make the concept of digital safety tangible and relatable. It is not about selling clothes, but about creating a cultural statement that young people can see, wear, and discuss.
Mariam Yehia, Creative Director and Co-Founder of Mrs Keepa, commented on the partnership, “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.”
As part of the movement, Mrs Keepa developed a limited capsule concept with distinct iconography and a clear anti-cyberbullying message, giving CTRL + BLOCK a visual identity designed to resonate with youth and spark conversations about online pressures.
About CTRL + BLOCK
CTRL + BLOCK is a youth-focused movement that encourages young people to block online bullying, set boundaries, and take control of their online spaces. The initiative aims to normalize the use of digital safety tools and highlight the importance of giving youth the practical and emotional permission to protect themselves online. It is part of e&’s broader commitment to digital wellbeing and youth empowerment.
About e&
e& (ADX: EAND) is a global technology group operating in 38 countries across the Middle East, Asia, Africa, and Europe. Founded in Abu Dhabi in 1976, the group provides advanced connectivity and digital solutions for governments, enterprises, and millions of customers. Its services range from sovereign cloud platforms and data centres to consumer digital services in entertainment and fintech.
Source: Zawya
