Germany – Deutsche Telekom, in collaboration with creative agency adam&eveBERLIN, has unveiled a new campaign highlighting the increased risks parents face due to the rise of data misuse and artificial intelligence (AI). The campaign, #ShareWithCare, features a powerful deepfake film entitled A Message from Ella. Deepfakes are videos, images or even sounds artificially generated by AI and machine learning based on existing visuals or voices.
Illustrating the consequences of sharenting, where parents share their children's photos, videos and details online, a deepfake of a nine-year-old girl named Ella delivers a warning from the future to her parents. The film emphasises the urgency of safeguarding children’s digital identities to protect them from potential identity theft and other privacy and security threats.
‘Studies show that an average five-year-old child has already had around 1,500 pictures uploaded without their consent by those they trust most: their parents,’ says Christian Loefert, head of marketing communications at Deutsche Telekom. ‘This material is unprotected on the net. With #ShareWithCare, we are campaigning for a mindful approach to the images of our loved ones.’
In our analysis of the Teen Tech Welfare market, we previously highlighted how brands have a role to play in supporting and reassuring parents and children to have a more mindful approach to their digital life and online footprint.
Strategic opportunity
As AI capabilities continue to grow, consumers will need reassurance from businesses. Players in the insurance and legal industries should consider how to develop new services that meet the needs of a generation of consumers for whom identity theft and revenge porn have become the norm
