Launched in November 2002, Media Smart is a non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives.
Our materials use real examples of advertising to teach core media literacy skills.
Media Smart is funded by the advertising business in the UK and is supported by the UK and EU governments.
Media Smart is now recognised by many as a world-class media literacy programme. It is the only programme in Europe that brings together the resources of the industry, expertise of leading academics and the advice of the government into one comprehensive national programme. In the UK, it is one of the only media literacy programmes in which Ofcom plays an active role.
Media Smart plays a key role in developing significantly young people’s understanding and constructive use of modern media, including its advertising content. It is an important contributor to building a media literate society in the UK.