Media Smart

Media Smart e. V. is a non-profit educational initiative based in Cologne, Germany, dedicated to fostering media and advertising literacy among children and adolescents. Founded in 2004, it is part of a European network that originated from a Canadian idea in 1990 and was first implemented in the United Kingdom in 2002. The German association provides free, downloadable teaching materials for preschool, primary, and secondary schools, as well as a media journal and practical resources for parents and educators. Its work is guided by an expert advisory board and supported by corporate members such as Ad Alliance, Ferrero, Hasbro, Lego, Mattel, OMG Deutschland, and Super RTL. Media Smart e. V. is recognized by the EU Commission as a project for independent and competent media education. The organization also engages in academic discourse, publishes articles, and runs events. In 2019, it joined the Initiative Transparente Zivilgesellschaft. Its materials are designed to help children distinguish advertising from content and to use media reflectively. The association has faced criticism for using real advertising examples, but has since revised its materials to exclude logos and commercials. It continues to develop new resources, such as the #createsmart project on social media and influencing.

The idea for Media Smart originated in Canada in 1990 under the name "Concerned Children's Advertisers," which developed media education material to teach advertising literacy. In November 2002, the concept was launched in the United Kingdom as Media Smart with the teaching package "Be Adwise." The didactic model of explicitly teaching advertising literacy through teaching and learning content was subsequently established in France, Belgium, Finland, Greece, Hungary, the Netherlands, Portugal, Poland, and Sweden (as of 2017). The German association Media Smart e. V. was founded in 2004 and is headquartered in Cologne. It is a non-profit educational initiative that promotes media and advertising literacy for children and young people. The association is part of a European network with nine countries currently participating, recognized by the EU Commission as a project for independent and competent media education. Over more than two decades, the team has provided free materials and practical offerings for various target groups. The association's work is supported by an honorary expert advisory board comprising members from science, research, media education, and consumer protection. Ordinary members include Ad Alliance, Ferrero, Hasbro, Lego, Mattel, OMG Deutschland, and Super RTL; supporting members include the German Toy Industry Association, the Organisation Werbungtreibende im Markenverband, mindline media GmbH, september Strategie & Forschung GmbH, VAUNET, and the Central Association of the German Advertising Industry. The association develops open educational resources for preschool, primary, and secondary schools, which can be downloaded digitally. It also provides editorial contributions on media and advertising for parents and educators. The materials include information for teachers, worksheets, and multimedia content. Media Smart is also active on social media and participates in academic discourse. Initially criticized from a protectionist perspective for including real advertising videos, the recommendation of its materials by the President of the Standing Conference of the Ministers of Education and Cultural Affairs, Johanna Wanka, was withdrawn in 2006. However, from a action-oriented media education perspective, the inclusion of real commercials is considered useful. The critical remarks were addressed in the 2011 new edition of the teaching materials, which no longer contain advertising films or logos of member companies. In 2014, Media Smart published Europe's first advertising literacy materials for the preschool sector, which received a "Very good" rating from the Federation of German Consumer Organisations. In November 2018, the association's work was recommended by the Media Competence Portal NRW. In 2019, the association joined the voluntary commitment of the Initiative Transparente Zivilgesellschaft. The association is a member of the Network Consumer Research NRW and the Society for Media Education and Communication Culture e. V.

• 2019

  Joined the voluntary commitment of the Initiative Transparente Zivilgesellschaft.

• 2018

  Association's work recommended by the Media Competence Portal NRW in November.

• 2016

  Dr. Michael Haas took over as managing director in November.

• 2014

  Europe's first advertising literacy materials for preschool published; received "Very good" rating from the Federation of German Consumer Organisations.

• 2011

  New edition of teaching materials released, addressing criticism; no advertising films or member logos included.

• 2006

  Recommendation of teaching materials withdrawn by Johanna Wanka, President of the Standing Conference of the Ministers of Education and Cultural Affairs, due to criticism.

• 2004

  Media Smart e. V. founded in Germany, headquartered in Cologne.

• 2002

  Media Smart launched in the United Kingdom with the teaching package "Be Adwise".

• 1990

  Idea for Media Smart developed in Canada as "Concerned Children's Advertisers".

Non-profit educational initiative providing free, expert-developed media and advertising literacy resources for children, parents, and educators.

• Teaching materials for preschool, primary and secondary schools

  Free, downloadable open educational resources on media and advertising literacy, including worksheets and multimedia content.

• Medienjournal

  Online journal with news, background knowledge, and trends on media, advertising, and children.

• #createsmart

  Project on social media, content creation, and digital responsibility, offering videos, teaching handouts, and practical tips.

• Trailers for parents and professionals

  Video trailers for parents and professionals on media and advertising literacy.

• Trailers for young people

  Video trailers for young people on media and advertising literacy.

• #createsmart

• 2020-11-19

  mediasmart and Mediabrands partner in Indonesia[6]mediasmart与Mediabrands在印度尼西亚建立合作equitybulls.com

  Reported: 2020-11-19

  mediasmart announced a partnership with Mediabrands in Indonesia. Mediabrands will bring mediasmart's programmatic platform to its advertisers.

1. 1Media Smart e.V. | Medienkompetenz und Werbekompetenz für Kindermediasmart.de
2. 2Über uns | Media Smart e. V. unterstützt, berät und bildetmediasmart.de
3. 3Unser Team fördert Medien- und Werbekompetenz bei Kindernmediasmart.de
4. 4Media Smart - Wikipediade.wikipedia.org
5. 5Media Smart - Wikidatawikidata.org
6. 6mediasmart与Mediabrands在印度尼西亚建立合作equitybulls.com