A CSR campaign featuring Value NFTs targets wider audiences, aiming to transform conceptions around NFTs.

An NFT-focused CSR campaign launched by Deutsche Telekom for agency Saatchi & Saatchi seeks to reach wider audiences with a new film, directed by award-winning Olivia Kastebring, in a digital-focused amplification strategy.  

The #WhatWeValue campaign, sponsored by Value NFTs, targets Gen Z and aims to transform the image around NFTs, emphasising their potential social benefits. The film will feature campaign participants and is part of an amplification strategy involving greater activity across Instagram, Twitch, Snapchat and TikTok.

“Anticipating a backlash to the first wave of the NFT hype, Saatchi and Deutsche Telekom have built #WhatWeValue as a way to explore how we can harness Web3 to impact change in the real world,” says Saatchi & Saatchi CCO, Franki Goodwin.

The campaign is open to international volunteer project leaders aged 18 to 30. Successful participants are rewarded with a ‘Value NFT’, granting the recipient access to customised support from Deutsche Telekom and access to a Discord community featuring virtual sessions on volunteering.  

Categories for project entries include gender, racial and social equality, disability advocacy, climate change, urban regeneration, mental wellbeing and migration.

“We are consistently in awe of this socially conscious and action orientated generation,” says Ulrich Klenke, Chief Brand Officer at Deutsche Telekom. “Volunteerism is a key example of how young people are using connected technologies to create real world action and transform our lives for the better. We call this ‘digital optimism’.”