Media Smart, the advertising industry’s corporate responsibility programme has made great strides in 2018 under the wing of the Advertising Association. Its mission is to ensure that every child in the UK (aged 7 – 14) can confidently navigate the media they consume.
Research conducted with its teacher user base highlighted incredibly positive results which included that –
- 84% feel they are better equipped to teach about advertising and the media having used Media Smart’s free educational resources
- 81% feel more confident that their students are better at interpreting advertising and the media having been taken through Media Smart’s teaching materials in the classroom
Media Smart’s funding process has been overhauled which has seen a 50% increase to its annual budget and new industry supporters have been recruited including Pearl & Dean (which will see Media Smart adverts in UK cinemas for the first time) and the Direct Marketing Association.
Downloads of its free educational resources for schools and parents have hit an impressive 44,000 since relaunch in 2015.
Public Affairs efforts have seen the programme being commended in the Government’s response to the Internet Safety Strategy, as well as a screening of Media Smart’s boys’ body image film at Portcullis House where the Children’s Commissioner for England, Anne Longfield, joined the panel debate along with the NSPCC. And a weeklong exhibition has been booked in Holyrood to showcase the industry’s media literacy work to Scottish Parliamentarians for the first time in June next year.
2019 will also see the programme focussing on campaigns around Data & Privacy, Video Piracy and Influencer Marketing – to find out how your organisation can support Media Smart with this work please contact Rachel Barber-Mack, Director of Media Smart on firstname.lastname@example.org