Deutsche Telekom: Share with Care – A Message from Ella

Challenge:

Over 75% of parents share their kids’ d a t a on social media, without their consent, unaware of how it could impact their future. The rise of Aland deepfake technology makes this sharing behaviour a pressing danger, so Deutsche Telekom, as Europe’s biggest telecom provider, wanted to send a wake-up call.

Idea:

Using the latest Al technology on a single photograph, we created the virtually aged version of a 9-year-old girl: Ella.In our film, she confronts her parents – and by extension parents worldwide – with the consequences of sharing kids’ data online. Concentrating on channels where the issue is prevalent, the digital & social first approach urged parents to reconsider their online sharing habits and finally start to #ShareWithCare

Results:

Ella’s message sparked a global conversation, reaching 400+ media outlets in 71 countries with over 51 million views and 3.7 billion earned impressions. As an educational tool, it produced real behavioral change: a study showed that 2 out of 3 parents oppose to sharing their kids online and will instead #ShareWithCare in the future