Deutsche Telekom has linked up with five-time Grammy award winning singer-songwriter Billie Eilish for its latest Gen Z-focused campaign.
The #WhatWeDoNext campaign, launched today on UN International Youth Day, looks at the way that the world’s first generation of complete digital natives are using technology to benefit themselves and society as a whole.
The international campaign is led by a film featuring Billie Eilish and a group of young people with stories to tell. The film, shot pre-COVID-19 with the direction of Vincent Haycock, showcases how the people of Gen Z are challenging the negative perceptions around how much they use technology by using the digital world to campaign for things they care about, such as racial and gender equality, climate change, creativity, and cyber security.
“We all have the potential to make a positive impact on our planet, and I’m hopeful our generation will use their platforms to collaborate and communicate, and make a difference,” said Billie Eilish.
Alongside the flim, Deutsche Telekom has released the results of a survey of 4005 people aged from 16 and 26 years old, which found that 93 per cent of Europe’s Gen Z population thinks that connected technology can be useful in learning and education. Meanwhile, 86 per cent feel it enables them to connect with online communities through shared passions and 90 per cent believe the engagement of young people is key to building a better future, with 75 per cent thinking social media supports them in their journey to achieve this.
Deutsche Telekom will also use its Telekom Electronic Beats music platform to provide a platform for Gen Z to take an active role in the #WhatWeDoNext conversation.
“The seismic events of 2020 will impact the younger generation for years to come; culturally, socially, economically. We wanted to provide Gen Z with a voice and a platform from which to demonstrate how they are harnessing the power of connected technology to make a real difference.” said Wolfgang Kampbartold, VP International Market Communications at Deutsche Telekom. “In collaborating with Billie and our team of young people, we are shining a light on the incredible potential of this generation, as they navigate a new future.”