Deutsche Telekom Empowers Gen Z to Take Back Their Digital Identities with #OwnYourWorld

Deutsche Telekom Empowers Gen Z to Take Back Their Digital Identities with #OwnYourWorld

(IN BRIEF) Deutsche Telekom launches #OwnYourWorld, a Gen Z‑focused campaign that spotlights hidden digital threats through a striking VTSS music video and a six‑episode series of influencer‑led, bite‑sized masterclasses. Commissioned research reveals a gulf between privacy concerns (90 percent) and confidence (7 percent) among young Europeans. To address this, Deutsche Telekom’s ownyourworld.online platform offers free, social‑friendly lessons on data protection, algorithmic influence, and more—rolling out weekly across major social channels and localised in nine European countries. The campaign kicks off with a live VTSS event in Vienna and dovetails with practical guidance available on the Digitally Secure page, reinforcing Deutsche Telekom’s five‑year mission to empower Gen Z online.

(PRESS RELEASE) BONN, 17-Jul-2025 — /EuropaWire/ — Deutsche Telekom today unveils #OwnYourWorld, an international initiative empowering Gen Z to reclaim control over their online identities amid rampant data duplication and “brainrot” culture. Launching with a surreal music video directed by Shadrinsky and starring Polish DJ/producer VTSS, the campaign dramatizes how digital doppelgängers can hijack personal presence online.

New research* commissioned by Deutsche Telekom highlights that over 90 percent of European Gen Z worry about their privacy, yet fewer than 7 percent feel fully confident protecting their data. In response, Deutsche Telekom has created a six‑part series of bite‑sized digital masterclasses—led by VTSS and hosted on ownyourworld.online—to translate complex topics like algorithmic influence and data tracking into quick, social‑ready lessons.

“Our digital personas deserve the same agency as our real‑world selves,” asserts Ulrich Klenke, Chief Brand Officer at Deutsche Telekom. “Knowledge is the first line of defence, so we’re equipping young people with practical skills to switch their privacy mode on.” Content will roll out weekly across TikTok, Instagram, YouTube, Reddit, Twitch and Snapchat, and will be localised for nine European markets. The campaign’s debut event takes place tonight at Vienna’s Café Landtmann, featuring an exclusive VTSS performance under the Telekom Electronic Beats banner.

Beyond the masterclasses, users can explore additional tips and tools on Deutsche Telekom’s Digitally Secure portal, transforming awareness into everyday habits. #OwnYourWorld builds on five years of Gen Z engagement by Deutsche Telekom, underlining the company’s commitment to helping young people navigate the digital age with confidence and control.

Media Contact:

Varvara Ljeskovic
Spokesperson and Telekom Blogger
media@telekom.de
+49 228 181 49494

SOURCE: Deutsche Telekom