That’s My Data

That’s My Data is a project that aims at restarting the perceived value of personal data. It does so by directly advertising users on Instagram, targeted through sensitive information, which people may not be aware Instagram to know.

The ad firstly unveils what Facebook (parent of Instagram) knows about the individual, breaking the fourth wall and creating awareness that the network knows very sensitive information (or at leats it assumes it). The ad has some explanatory text that prompts to visit the profile. On there, four highlighted stories tell a tale about data collection and profilation. The purpose of this story is to teach these serious topics in a easy and interesting manner, so to spark interest in people who don’t understand the tech world. The story follows a user who realises to be surveilled by angry cookies and a big bad cloud. Throughout the story, concepts like profilation, GDPR and cookies are explained in a easy manner, while the end sheds a light of hope on how our future could look like if we own our data.