Telekom

INSIGHT
More than 75% of all parents regularly share data about their children on social media – without knowing how this can threaten their future. AI and deepfake technology are making it increasingly easy to misuse this data. As a brand that enables this sharing culture, it was our responsibility to warn young parents.

IDEA
Using AI technology, we created an adult version of nine-year-old Ella from a single photo shared on social media. In our film, she confronts her parents – and parents around the world – with the consequences of their sharing behavior.

IMPACT
Ella’s message from the future sparked a global discussion and achieved over 51 million views and 2.9 billion impressions in 71 countries. The film was used by law enforcement authorities as educational material – and led to a real change in behavior. A study showed that 2 out of 3 parents changed their opinion about sharing their children’s data.