Deutsche Telekom has launched a powerful digital awareness campaign titled #ShareWithCare, aiming to educate parents about the potential risks of posting images of their children online. At the heart of the campaign is a thought-provoking video called “A Message from Ella”, which uses AI-generated technology to deliver its message in a compelling way.
In the video, viewers meet an adult version of a real nine-year-old girl named Ella—created using deepfake technology. This fictionalized version of Ella speaks directly to her parents, highlighting how seemingly harmless childhood photos can remain online forever and may one day be misused in ways no one anticipated.
The campaign addresses a growing concern known as “sharenting”—a term used to describe the act of parents sharing images or personal moments of their children on social media. While done with good intentions, such sharing can unintentionally expose children to privacy risks. Experts warn that by 2030, a significant number of identity fraud cases involving young people could be linked to the early digital footprint created by others, often without the child’s awareness or consent.
To promote safer habits, the campaign encourages parents to:
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