Artificial intelligence (AI) is already a significant part of daily life for many young people in Europe. Whether they are aware of it or not, they interact with AI through tools like ChatGPT or social media platforms such as Snapchat. But how does this technology actually work? Where do the data that feed AI applications come from? And what are the risks associated with using AI?

To address these questions and educate young people about AI, Mesh Collective, We Are Era’s agency for social change, and the Vodafone Foundation in Germany will launch the #MeMyselfAndAI campaign. Besides Germany, the campaign will be rolled out in seven European countries under the campaign name ‘Kliick’.

A ”glocal” campaign

Over a period of three months, a total of 63 videos will be released as part of the campaign, which is supported by influential social media personalities. In Germany, the campaign is represented by Emily (@frgretel), who reaches millions of viewers on TikTok.

The popular content creator and moderator is a role model for many of her followers, blending humour, openness and political engagement. Through entertaining videos, she will encourage her fans to take a closer look at how they use AI.

The #MeMyselfAndAI campaign’s content will also be promoted with the help of well-known local content creators in other countries, including Italy, the UK, the Netherlands, Spain, Portugal, Albania and Romania.

Julika Bickel, Project Lead at Mesh Collective, says: “The #MeMyselfandAI initiative is a prime example of our ‘glocal’ approach at Mesh Collective and We Are Era. We combine our global expertise in platforms and storytelling with local access to relevant creators. This not only generates socially relevant impact for our clients, but also, and above all, a noticeable response in the desired target group.”

Edutainment for responsible AI use

The campaign aims to empower young people to use AI systems as helpful tools. To deliver content that is platform-specific and engaging for the target audience, the formats range from animations and short trend videos to experiments and thematic deep dives. The initiative particularly focuses on reaching young people from less privileged backgrounds who have limited access to educational resources on AI.

Joakim Reiter, Chief External and Corporate Affairs Officer at Vodafone and Trustee of the Vodafone Group Foundation, says: “Young people adopt and adapt to new technologies faster than most people, and schools often struggle to keep up with these trends. This campaign allows young people in Europe to engage creatively and responsibly with AI. By understanding this technology better, they can better assess the potential risks of AI.”