The research shows that up to 70% of young people realize their online activities create a digital profile they do not always fully control. Although many use VPNs or private browsing modes, almost half of respondents still do not know how to effectively protect their digital identity. Only just under 7% feel confident in this area. At the same time, almost three-quarters call for further education on digital protection. The survey, published on June 20, was conducted in seven European countries including the Czech Republic and involved 1,795 respondents aged 16-26.
Digital doppelgangers significantly impact the everyday lives of young people – affecting their relationships, self-confidence, and security. The #OwnYourWorld campaign warns that digital doppelgangers often become part of Generation Z’s lives without them even realizing it. They can cause information overload, exploit newfound interests, or steal original ideas online – leading to feelings that the digital doppelganger influences how young people are perceived by others and themselves.
The #OwnYourWorld campaign launched on July 16 in Vienna with an exclusive performance by Polish DJ and producer VTSS (real name Martyna Maja) at Café Landtmann. The launch event included the premiere of a surreal music video directed by the cult duo Shadrinsky. The track was created through collaboration with VTSS. The video creatively reflects the loss of control over digital identity, emphasizes support for digital literacy, and restores young people’s sense of control over who and how they are represented online.
The campaign also includes the online platform ownyourworld.online, offering six free masterclass lessons designed to educate young people about digital identity and effective privacy protection in an understandable and engaging way. The lessons are led by VTSS and visually inspired by the music video. Its content will be localized in cooperation with influencers for individual European markets and will be accessible on social media. Subsequently, the campaign will be progressively rolled out across Europe in Germany, Czechia, and other countries where the Deutsche Telekom Group operates.
Research source: Savanta, 2025
Commissioned by: Deutsche Telekom
Published: June 20, 2025
Details: 1,795 respondents, ages 16-26, 7 countries (UK, Austria, Slovakia, Czech Republic, Croatia, Poland, Germany)
Campaign video:
Creative concept: INGO, Stockholm
Talent strategy and music supervision: X&Berlin – Universal Music Publishing Group, Berlin
Director: Shadrinsky, Paris