SHERIDAN, WYOMING – August 6, 2025 – Deutsche Telekom is making a strategic move to redefine digital safety for Europe’s younger generation with the launch of its #OwnYourWorld platform. Addressing rising concerns over digital identity theft and “doppelganger” exploitation, the initiative combines immersive content, educational tools, and social-first storytelling to give Gen Z the knowledge and agency to protect their online selves.
Empowering Digital Identity in a Data-Saturated Age
At the center of #OwnYourWorld is a clear message: Gen Z’s online identities are vulnerable—and often exploited without their consent. Deutsche Telekom is positioning itself not just as a telecom provider but as a digital ally, using creativity and technology to empower young users in navigating an increasingly complex online landscape.
Recent research commissioned by the company underscores the urgency:
- Over 90% of Gen Z in Europe are concerned about digital privacy
- Fewer than 7% feel “very confident” in managing it
- More than 70% want better education on digital self-protection
These findings reveal a significant trust and knowledge gap—and a business opportunity for telecom players to lead in digital literacy.
Campaign Brings “Digital Doppelgangers” to Life Through Art and Technology
To visualize the invisible threat of identity replication, Deutsche Telekom collaborated with Polish techno artist VTSS (Martyna Maja) and creative duo Shadrinsky to produce a surreal music video. It dramatizes how online personas can be hijacked, distorted, or commodified—without the user even knowing.
“So many of us feel this low key anxiety about how much of us lives online, and how little control we have over it,” said VTSS. “This project creatively captures this – holding up a mirror to that experience and hopefully helping people feel seen.”
The campaign adopts “brainrot-style” digital content—a genre known for rapid, attention-fracturing storytelling—to appeal directly to Gen Z’s digital consumption habits while making the risks impossible to ignore.
Interactive Masterclasses Turn Passive Scrolling into Active Skill-Building
To move beyond awareness and into action, Deutsche Telekom launched ownyourworld.online, a free learning hub featuring six fast-paced, influencer-led video masterclasses. The curriculum translates complex privacy topics—like algorithmic influence, tracking behaviors, and personalization bias—into bite-sized, socially shareable lessons.
Accessible on platforms including TikTok, YouTube, Twitch, and Instagram, the series is:
- Hosted by VTSS and other Gen Z creators
- Designed for feed-friendly, weekly engagement
- Localized across nine European markets for relevance and reach
These educational assets reflect a growing industry trend: merging entertainment with cybersecurity to drive behavioral change.
Aligning with Broader Industry Trends in Digital Safety and Youth Engagement
The campaign responds to increasing regulatory focus on youth data protection, including the EU Digital Services Act (DSA) and GDPR updates related to algorithmic transparency. In contrast to reactive compliance strategies, Deutsche Telekom’s approach is proactive and brand-integrated—showing how telecom brands can take leadership roles in tech ethics and digital empowerment.
While many digital safety campaigns target parents or institutions, #OwnYourWorld speaks directly to young people as digital citizens—with tone, format, and aesthetics tailored to their culture.
Strategic Brand Positioning Across European Markets
Launched across nine national subsidiaries—from Germany to Montenegro—the campaign also connects with Telekom Electronic Beats, a long-running music and youth culture platform. A live event in Vienna featuring VTSS brought the campaign offline and into community, reinforcing the brand’s promise to “connect your world” not just technically, but meaningfully.
The initiative complements Telekom’s broader digital security efforts, including its Digitally Secure hub, which offers expert-backed tips and tools for safer online behavior. Together, these platforms reflect a scalable, multi-touch approach to digital well-being.
Explore More and Reclaim Your Digital Identity
As the lines between online and offline identity blur, #OwnYourWorld invites Europe’s youth to take back control—through education, awareness, and real-world tools. Visit ownyourworld.online for masterclasses, and explore practical resources at telekom.com/en/company/data-privacy-and-security/digitally-secure.