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In a hero film, AI is dramatically used to draw attention to risks of itself - AI. In addition to the opportunities of digitalization, Telekom wants to point out the urgency of responsible handling of personal data in the digital world.
We are happy to share pictures - whether of holidays, celebrations, weekend trips and private moments - directly with each other. These are beautiful, emotional moments that connect us. However, once online, this personal data is available worldwide and indefinitely. And that can have unforeseen consequences.
Under the hashtag #ShareWithCare, Deutsche Telekom aims to promote responsible handling of personal data, specifically focusing on the protection of children's images. The communication kicks off with the oppressive deepfake spot "A Message from Ella". It uses the example of a family to show the consequences of sharing children's photos on the Internet. Telekom draws attention to so-called "sharenting" - a much-criticized practice in which parents share photos, videos, and details of their children's lives online.
"Telekom offers the best and most secure network," says Uli Klenke, Chief Brand Officer at Deutsche Telekom. "But in addition to access to this network, we also need the necessary knowledge and tools for safe and responsible handling of data on the Internet. Because the development of artificial intelligence holds opportunities and risks. In the spot, we let the AI warn us about itself. And thus, underline fascination and awe at the same time. We have to learn to deal with both factors appropriately."
The film stages and exaggerates a social experiment that could have taken place in the same form - because the technology for it has long been available today. The image of a 9-year-old actress, called "Ella", acts as the film’s protagonist. With the help of the latest AI technology, a deepfake of the girl was created. Deepfakes are videos, images, or even sounds artificially generated by machine learning. In the video, you can see how the "grown-up Ella" turns to her surprised parents. She sends a warning from the future and confronts mother and father with the consequences of sharing pictures of their child on the internet. For the first time, a virtually aged deepfake of a 9-year-old child has been created so that she can act and argue like an adult woman. Ella is representative of an entire generation of children.
Christian Loefert, Head of Marketing Communications Telekom Germany, emphasizes: "Every person has the right to decide on his or her own digital identity! At the same time, 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. This material is unprotected on the net. With #ShareWithCare, we are campaigning for a mindful approach to the images of our loved ones."
Experts predict that by 2030, two-thirds of all cases of identity theft will occur in this way (source: The New Yorker). By carelessly sharing children's photos and other data, such as names or ages, via social media and short messaging services, guardians unintentionally expose children to risks. Possible consequences include profiling by data brokers, hacking, facial recognition, pedophilia and other threats to privacy and security.
"We want to prevent children from becoming victims of cybercrime through no fault of their own," says Marike Mehlmann-Tripp, Cluster Lead Social Engagement, Group Corporate Responsibility at Telekom. "For all people to be able to participate in the digital world, it is essential that they can move safely, self-determinedly and confidently in the digital space. Media competence is an integral part of digital participation. That is why we are committed to promoting digital skills through numerous initiatives."
This thought-provoking campaign highlights the need for digital literacy as an integral part of digital participation and promotes initiatives such as Teachtoday and the DsiN digital driving licence (DiFü) to provide practical tips and resources for parents.
Credits
Kreation: adam&eveBERLIN & DDB Germany
Regie: Sergej Moya
Produktion: Tempomedia Berlin
Post Production: SPC / Supercontinent
Audio Post Production: Supreme Music
