Deutsche Telekom is extending its longstanding “No Hate Speech” initiative with a powerful new commercial focused on the dangers of disinformation, set to launch on August 9. This emotional campaign illustrates how misinformation can spread like an invisible wildfire, gaining destructive power once accepted as truth without verification. Disinformation can distort political processes, reinforce prejudices, and deepen social divisions, posing a significant threat to society and democratic values. Recognizing its impact on everyone, Deutsche Telekom is committed to promoting responsible online behavior and raising awareness about these potential dangers. The campaign kicks off with a simple yet profound question: “…are you sure?”
“Disinformation is a critical issue for us because it threatens the well-being of our society. We cannot allow the erosion of trust in democratic principles, societal polarization, or the spread of group-based hostility—whether online or offline. Disinformation spreads six times faster than factual news, making it a pressing concern,” emphasizes Christian Hahn, Head of Marketing Communications and Media at Deutsche Telekom. “We must confront this danger, learn to recognize it, and defend against it. Our ‘No Hate Speech’ campaigns spotlight this subtle but significant threat.”
The commercial uses the powerful symbol of fire to represent the destructive force of disinformation. It depicts various people in everyday situations, highlighting how misinformation can creep into conversations unnoticed. A piece of cloth soaked in fuel serves as a metaphor for how disinformation spreads: it ignites and spreads wherever falsehoods are shared without scrutiny. The viewer anticipates the destructive outcome until the pivotal question “Are you sure?” halts the danger, extinguishing the flames and averting the threat.
“Let’s question what we share.” This is the central message and challenge of the campaign.
“We all encounter disinformation, but each of us has the power to defuse it,” says Marike Mehlmann-Tripp, head of the Social Engagement Cluster at Deutsche Telekom. She views the campaign as an emotional wake-up call: “According to a Bertelsmann Foundation study, 84% of the population considers disinformation a social problem, yet only 16% see themselves as personally at risk of manipulation.”
Christian Hahn adds, “Our campaign aims to educate and raise awareness.”
The campaign will be further strengthened through partnerships with organizations like CORRECTIV, Teachtoday, and the “Digital Angel” project by Deutschland sicher im Netz e.V. Deutsche Telekom believes that while artificial intelligence (AI) offers many benefits for online interactions, it can also be misused to spread disinformation. However, AI can also play a role in combating this issue. Through the x-creation program, Deutsche Telekom is collaborating with various partners to develop digital solutions that can effectively counter disinformation.
The campaign, created by Saatchi & Saatchi under the leadership of Dennis May (CCO Publicis Groupe Germany), and directed by award-winning filmmaker Nora Fingscheidt (“Systemsprenger,” “The Unforgivable”), will launch on August 9. It will feature 40- and 60-second spots on major TV channels and in cinemas, along with extensive online, radio, podcast, social media, and outdoor advertising coverage.
