HT Launches “OwnYourWorld” Digital Risks Campaign

Hrvatski Telekom has launched a campaign, called “OwnYourWorld”, to raise awareness of digital risks among Gen Z members. The campaign aims to empower young people to protect their digital identities from so-called digital doppelgängers.

Despite being digital natives, many Gen Z-ers are unprepared to tackle the risks associated with the internet. Increasingly frequently, they are falling prey to digital doppelgängers, often without even realizing it. Their personal data can be secretly cloned and sold, reshaping not only their identities but also the world around them. All without their consent. The digital doppelgänger, a replica of a real person created by an algorithm that harvests their online data, is becoming an increasingly significant threat.

A new Deutsche Telekom survey highlights the urgent need for better education to help young people safeguard their privacy in the digital space. The survey, conducted among 1,795 respondents aged 16 to 26 across seven European markets (UK, Austria, Slovakia, Czechia, Croatia, Poland, Germany), shows that over 90% of European Gen Z are concerned about online privacy. Fewer than 7% feel fully confident in managing their data. The survey also reveals that more than 70% want more information on how to protect themselves in the digital world.

Despite mounting concerns, young people still lack the necessary skills to protect themselves effectively online. To address this, Hrvatski Telekom has launched the “OwnYourWorld” campaign, introducing a new platform dedicated to educating young people and giving them back control over their digital identities. With this campaign, HT sheds light on hidden digital threats, illustrating how personal data can be duplicated, misused, and exploited, often in subtle ways. Through a social media-first storytelling approach, the campaign raises awareness, sparks conversations, and empowers young people to take greater control over their digital lives.

“At Hrvatski Telekom, we are deeply committed to giving young people the knowledge and tools they need to navigate the digital world safely. This is a crucial issue because young people deserve to know how to manage their online identities. We’re proud to support them in building the confidence to hit privacy mode in their digital lives,” said Branka Bajt, Brand Director at Hrvatski Telekom.

At the heart of the campaign is a music video directed by the creative duo Shadrinsky. Leaning into the chaotic, overstimulating brainrot aesthetic that defines much of today’s online content, the video powerfully conveys the anxiety and loss of control that can come with navigating one’s digital identity. The campaign’s narrative centers on Polish techno producer and DJ Martyna Maja (VTSS), whose life is overtaken by digital twins, virtual versions of herself that reflect the growing and often unspoken anxieties many Gen Zers face in the digital world.

The campaign features a series of six short, bite-sized masterclasses created by influencers to help young people regain control over their digital lives. Led by VTSS, the masterclasses explore themes of individuality and digital identity. The content is free, available on demand, and divided into weekly topics. In Croatia, the campaign is supported by influencers. The campaign’s main event will be the Beat Festival by the sea, taking place from August 21 to 23 on the island of Krk.