Media Smart

Mediasmart is an organisation which is funded by fastfood, media and toy industries.On it's website it claims the following:-

"Media Smart® is a media literacy programme, initially focused on advertising. Our objective is to provide children with the tools to help them understand and interpret advertising, so that they are able to make informed choices. Media Smart® is designed for primary school children aged 6-11 years old. It is the first UK media literacy programme to run inside the classroom and the home using broadcast and written educational materials". [1]

Funders

"Media Smart is not for profit and is funded by corporate sponsors and partner organisations. It is supported by the UK. Government" [2]

Advertising Association Abbott Mead Vickers BBDO DDB London British Toy and Hobby Association BSkyB Business in the Community Cadbury Trebor Bassett Jetix GMTV Hasbro H J Heinz Co Ltd Incorporated Society of British Advertisers Institute of Practitioners of Advertising ITV Kellogg's Lego Logistix Kids Masterfoods Mattel McDonald’s Mindshare Procter & Gamble Turner Broadcasting Unilever Viacom Brand Solutions Young Media Ltd