#GegenHassimNetz
T-Factor
Using shared nostalgia to fight disinformation.
Background
84% of Germans see disinformation as a threat to society – but only 16% believe they could personally fall for it. And that’s the crux of it. Disinformation spreads when we don’t question what we believe. For Deutsche Telekom’s 2024 #GegenHassImNetz campaign that’s exactly where we decided to lean in and do one thing: inspirE self-reflection. On TikTok and Instagram. without preaching.
Idea
How did we do that? With infotainment. And a pop-cultural twist that resonates with the audience across generations. Inspired by the iconic '90s show Beyond Belief: Fact or Fiction (a.k.a. X-Factor: Das Unfassbare), we let Telekom’s in-house creator channel his inner Jonathan Frakes and ask the community: Fact or fiction?
Client
Telekom
Role
Concept & Production Briefing
Year
2024
Agency
Elbkind Reply