Telekom Stands up to Disinformation in a new Advert
Telecommunications provider Deutsche Telekom, the most valuable brand in Europe, is dedicated to "No Hate Speech".
Now, a new advert demonstrating the dangers of disinformation will be launched, showing how fast disinformation can spread, like an unstoppable invisible wildfire.
False information has a destructive power, threatening society and coexistence, complicating political processes and contributing to social division.
It affects us all.
As one of the biggest telecommunications companies and the parent company of T-Mobile, Deutsche Telekom is committed to ‘promoting competent handling of information online and raising awareness about potential dangers’.
The campaign starts with a simple question "... are you sure?"
"Let's question what we share" online and offline
The advert shows different people in a range of situations with their phones, in safety and harmony. Disinformation creeps in unnoticed, at first. A piece of cloth soaked in fuel serves as a symbol, which ignites and appears wherever disinformation infiltrates people's conversations and is shared without being recognised.
The symbolic fire spreads, until the crucial question stops it in time:
"Are you sure?"
The message is deleted. The flames are extinguished, the danger is stopped.
"Let's question what we share."
This is the central message and challenge of the campaign.
Deutsche Telekom's commitment to social engagement and combatting disinformation
Marike Mehlmann-Tripp leads the Social Engagement Cluster at Deutsche Telekom. She knows that we all encounter disinformation and she believes that each of us also has the ability to defuse it.
"According to a study by the Bertelsmann Foundation, 84% of the population consider disinformation to be a social problem,” she explains. “There is therefore a fundamental awareness of the threat. However, 70% see it as a problem for others - only 16% consider themselves at risk of manipulation."
"The topic of disinformation is close to our hearts because it has a negative impact on the well-being of our society,” says Christian Hahn, Head of Marketing Communications and Media at Deutsche Telekom. “We will not allow the erosion of trust in basic democratic principles, the polarisation of society, or the incitement of group-based hostility – online or offline.
“Additionally, disinformation spreads six times faster than true news. The campaign addresses a socially highly relevant issue, especially in these times. We must face the danger, learn to recognise it and defend ourselves against it. Our campaigns in the ‘No Hate Speech’ initiative highlight this subtle yet profound threat."
The campaign was launched on 9th August, with a 40 and 60-second spot on high-reach TV stations, as well as in cinemas.
Deutsche Telekom has overtaken fellow German brand, luxury and commercial vehicle automotive brand Mercedes-Benz, to become the most valuable brand across the continent.
With its value increasing by a staggering 17% to €60.7bn (US$64bn) in 2023, Deutsche Telekom has become the most valuable brand in Europe, pipping last year’s leader Mercedes - valued at €56.7bn) (US$59.9bn) - to the number one spot.
This data comes from Brand Finance’s latest research which annually puts 5,000 of the biggest brands on the planet to the test and ranks them across all sectors and countries to produce its Global 500. The consultancy also produces more than 100 reports and accompanying ‘top 25’ lists for each sector.
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