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Media Smart is the industry’s flagship education programme with a mission to ensure that every child in the UK, aged 7-16, can confidently navigate the media they consume including being able to identify, interpret and critically evaluate all forms of advertising.
The programme provides free teaching resources and parent and guardian guides on subjects including social media, digital advertising, body image and influencer marketing. These are delivered in the classroom, assembly, youth club or at home. Ultimately, Media Smart builds media and digital literacy in young people, resulting in greater emotional resilience and wellbeing.
The programme is a demonstration of how the advertising industry can work collectively to tackle important issues – with over 25 supporters across media, brands, agencies, trade bodies and Government organisations. Running since 2002, it has adapted and innovated over the last 18 years, ensuring resources continue to reflect changes to media and how young people consume it in their everyday lives.
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