Mediawijzer.net: MediaMasters 2011

Client Company Name: Mediawijzer.net
Brand Name: Media Literacy
Agency: The Issuemakers
Category: Cause, Charity/Non-profit Marketing or Social
Total Commercial Communications Expenditure: Under €25,000
Country: Netherlands

Background

In March 2011 our team is faced with yet a new challenge. How, in a society dominated by television, games and internet, do you make children aware of the concept of 'media'. How can parents and schools participate in this? Children may seem to have reasonable media skills, but they don't use all the possibilities to the full extent and they underestimate the risks. Intuitively parents and teachers often may be aware of the dangers, but they are not as familiar with (social) media as children. Because of a limited budget, the campaign also had to be good enough so that the majority of the involved parties would want to participate for free (bartering). Besides that, the campaign had to have a positive character. We did not want to focus on the headline grabbing negative side of media, such as online bullying or addiction to gaming. Finally, we got the request to enhance the role of our client, network organization Mediawijzer.net, as initiator and key figure in connecting different parties in the current fragmented network.

Objective

  1. Make at least 15.000 children, together with their parents and teachers (500), aware of the effects of media and give them insights in their usage and behaviour.
  2. Cause a national conversation and create awareness about Media Literacy and the role of media in our daily lives. The target is at least 3 publications in newspapers, 5 television programs and 1 radioprogram.
  3. Enhance the role of network organization Mediawijzer.net as an initiator and key figure in connecting different parties in the current fragmented network. The target is to connect with at least 50 new mediapartners.

Strategy