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wfanet.org @WFAmarketers #WFA Media Smart World A literacy network Abtin Kronold 2 December 2014 Slide 2 Slide 3 Slide 4 wfanet.org @WFAmarketers #WFA What is Media Smart? Slide 5 wfanet.org @WFAmarketers #WFA Slide 6 wfanet.org @WFAmarketers #WFA The idea behind Media Smart originates from across the Atlantic. UK advertisers were inspired by the Concerned Childrens Advertisers programme. Launched in 2001 in the UK and subsequently in 8 other European countries (and growing) Media literacy programme for mainly primary school children, founded and funded by the UK advertising and media business Creates and distributes free in-school materials for 6 11 year olds, mainly Media Smart background Slide 7 wfanet.org @WFAmarketers #WFA Media Smart endorsement There is a Media Smart campaign for example, which is basically designed to put into schools material that would teach children at an early age to understand the difference between commercial communications and an average cartoon or piece of fiction. I think thats very valuable. Robert Madelin, European Commission Director General for Health and Consumer Protection, July 2006 Slide 8 wfanet.org @WFAmarketers #WFA Media Smart map Media Smart exists Media Smart launching Media Smart prospect Slide 9 wfanet.org @WFAmarketers #WFA World Federation of Advertisers The World Federation of Advertisers (WFA) champions respsonsible and effective marketing communications As part of its commitment to champion responsible marketing communications, WFA has been confided to coordinate and lead Media Smart World by the national Media Smart programmes Slide 10 wfanet.org @WFAmarketers #WFA Media Smart World Network - establish a network of the current Media Smart Programme Members, by connecting them together. This network will enable members to share best practices and provide support to each other. In the long term, the network would contribute to the development of new material. World - bring World in to Media Smart by expanding the programme to other countries. This means identifying potential members, sharing existing resources to help them set up and developing unique content that meet their local needs. Brand - strengthen Media Smart as a brand by providing co-ordination and support in order to ensure quality and result. Slide 11 wfanet.org @WFAmarketers #WFA Abtin Kronold a.kronold@wfanet.org