Deutsche Telekom

A gut-wrenching warning from the future

adam&eveDDB Berlin | Deutsche Telekom

Insight:
Using the latest AI 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, sending a gut-wrenching warning from the future.

The film became both a literal demonstration of AI manipulation capabilities and an emotional plea for the online safety of all children. As part of the campaign, we also created a solution to the problem: a social media filter pixelating children’s faces, empowering parents to #ShareWithCare and protect their children’s privacy.

Impact:
Ella’s message became a viral hit. Reaching over 51 million views in 71 countriesand 3.7 billion earned impressions. It sparked the public’s demand for children’sonline privacy – indicated by a 1000% increase in Google searches for “sharenting” and over 184,000 visits to the German campaign landing page since its launch onJuly 3, 2023.

Thousands of social media comments indicate behavioral change, confirmed in a pre-and post-exposure survey. Two out of three parents now oppose sharing their kid’s data online, and 55% of parents who previously shared their children’s images, will now conceal their identity in the future.

62% of non-customer parents affirmed that Deutsche Telekom’s data safety and virtual privacycommitment will make them consider the company as a telecommunications provider in the future.

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