Deutsche Telekom’s “Open Your Eyes!” Campaign Calls for More Solidarity and Civil Courage in the Face of Rising Hate Speech

(IN BRIEF) Deutsche Telekom’s new campaign, “Open Your Eyes!”, highlights the urgent need for more solidarity and civil courage in the face of growing hate speech. Through impactful visuals, the commercial shows how everyday moments are shattered by hateful comments, encouraging viewers to stand up and support those affected. The campaign, which emphasizes the importance of not ignoring hate speech, is backed by organizations like Ichbinhier, Internetbeschwerdestelle.de, and Teachtoday. It aims to promote a more respectful online environment and calls for greater social responsibility in addressing hate.

(PRESS RELEASE) BONN, 2-Jun-2025 — /EuropaWire/ — Deutsche Telekom has launched a powerful new campaign titled “Open Your Eyes!” aimed at combating hate speech and promoting civil courage. The commercial, which draws attention to the alarming rise in online hate and the decreasing resistance from society, calls for more solidarity and social cohesion. Through this new initiative, Deutsche Telekom reinforces its commitment to a respectful digital world and encourages everyone to take a stand against online incitement. The campaign highlights the importance of not turning a blind eye, promoting the idea that each individual can make a difference by showing empathy and supporting victims of hate.

The commercial portrays ordinary moments of everyday life that quickly shift from mundane to unsettling, as hateful comments disrupt the peaceful scenes. In these moments, bystanders initially freeze but later choose to act, stepping in to support those affected. This visual shift embodies the core message of the campaign: it is crucial to confront hate speech and show human solidarity. The message is underscored by the legacy of Holocaust survivor Margot Friedländer, who dedicated her life to promoting tolerance, humanity, and civil courage.

“People who spread hate thrive when there is no resistance,” says Marike Mehlmann-Tripp, Head of Social Engagement at Deutsche Telekom. “We must unite to prevent hate from becoming the norm.” The campaign is a call to action for everyone to challenge harmful language, whether online or in real life, and to be a role model for others.

The campaign is launched in collaboration with three organizations: Ichbinhier, which empowers individuals to counter hate speech; Internetbeschwerdestelle.de, a resource for safe online engagement; and Teachtoday, an initiative to promote safe and competent media use. 

The creation of the campaign was handled by Saatchi & Saatchi, led by Dennis May, the Chief Creative Officer of Publicis Groupe Germany, who previously worked with his team on multiple award-winning campaigns for Telekom’s together #AgainstHateSpeech initiative. The campaign will launch on June 2 with a 40- and 60-second commercial spot airing on high-reach TV stations and in cinemas. Additionally, the commercial will be widely distributed across various online platforms, radio, podcasts, social media, and out-of-home advertising. The production was managed by RSA Ridley Scott Associates, directed by Benito Montorio, and photographed by Astrid Grosser, with post-production handled by Retouched-Studios GmbH in Hamburg. Media planning was executed by Mindshare in Frankfurt, and digital media was managed by emetriq in Hamburg.

Studien/Statistiken 

FORSA HATESPEECH 2024: Hate speech on the internet is on the rise. 78% of internet users have already been confronted with it, almost 90% of 14 to 25-year-olds. The willingness to counter hate speech is decreasing.

Lauter Hass, leiser Rückzug, 2024 (engl.: Loud hate, quiet retreat) online hate is on the rise and marginalized groups are being hit particularly hard. 46% of those affected by hate online state that they no longer use their profile, have deactivated it or even deleted it.

PKS 2024: The 2024 police crime statistics show a significant increase in violent crimes. The number of offenses committed online rose by 14.6%.

Hassgewalt und fehlende Solidarität – zur Kommunikation und Rolle der Mehrheitsgesellschaft, 2021 (engl.: Hate violence and lack of solidarity – on communication and the role of mainstream society) Hate violence is not an isolated act between the victim and the perpetrator but affects society equally. The way in which society reacts to hate violence significantly influences its impact and likelihood of repetition. A lack of solidarity reinforces the impact of hate.

Everything about Deutsche Telekom’s NoHatSpeech commitment at telekom.com/nohatespeech.

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SOURCE: Deutsche Telekom AG