Deutsche Telekom always promoted a culture of online sharing. For over a decade even their brand claim used to be ‘Life is for sharing’. But times change and with the rise of AI, new dangers emerge every day. Such as the dangers that come with the sharing of children’s pictures on social media. Called sharenting. A problem that endangers the future of an entire generation.

Parents lack awareness that their shared memories are data for others that can easily be misused with the help of AI: by 2030, 2/3 of all identity theft cases will be due to sharenting.

With a single film, we raised awareness among parents and confront them with the consequences of their behavior. Using the latest AI technology, we created a virtually aged version of 9-year-old Ella from just a single photo her parents shared on social media and turned an abstract danger into a real threat through her story.

Ella’s message was moving people and media around the world: with 3.7 billion earned impressions and 400+ media reports, we have initiated a global debate about ‘sharenting’. Together with family influencers, we got 2/3 of parents to reflect on their sharing behavior – 38% no longer want to share pictures of their children. #ShareWithCare is now being used by the police and other institutions to raise awareness and proved once again that Deutsche Telekom is living up to its responsibility to protect digital society.