Media Smart

Mediasmart is an organisation which is funded by fast-food, 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]

History and Origins of Mediasmart

The roots for Mediasmart are to be seen in the "Concerned Children's Advertisers" organisation founded in Canada^[2] which is also funded by transnational corporations ^[3].

Media Smart is based on a model developed by Canadian advertisers in the late 1980s called Concerned Children's Advertisers (CCA). Backed by giants such as Coca-Cola, Hershey and Buena Vista, the $10m CCA programme now claims huge success in cutting concern about children's marketing over there. "The Canadians were originally pushed into action by a ban on children's advertising in French-speaking Canada, but since the programme has been up and running, complaints on the issue across the rest of Canada have fallen to around zero," says Jackson. "I'm not saying there's an urgent threat here, but we must take the long-term view."Template:Ref3b

An independent organisation?

Mediasmart does not mention on it's website who its employees/staff are. The office address is given as:- Media Smart Abford House 15 Wilton Road London SW1V 1NJ UK^[4]

This office is also the address of the Advertising Association, which suggests that Mediasmart is based inside the Advertising Association's offices.

The domain mediasmart.org.uk is also registered by Media Smart, but a whois with the British internet registry gives out a differing address for Media Smart:
29 Cloth Fair
London
EC1A 7NN^[5]

This address houses the offices of Hudson Sandler^[6] [] and the Global Consulting Group ^[7], both of which are subsidiaries of Huntsworth. The GCG entry in the APPC register lists Media Smart as a client between December 2004 and November 2005.^[8] Prior to that Media smart was represented by Ergo Communication Services^[9], which was acquired by Huntsworth in 2004.

Mediasmart international

Mediasmart is spreading throughout the world. It has divisions in Belgium, The Netherlands, Poland, Ireland, Finland and Germany.

Germany - Mediasmart and Disney

Mediasmart Germany (www.mediasmart.de) is owned according to the german internet registry ^[10] by RTL DISNEY Fernsehen GmbH Co.KG.

Staff

• Paul Jackson, chair

Expert Group

Professor David Buckingham, Centre for the Study of Children, Youth and Media, Institute of Education Dr Rebekah Willett, Centre for the Study of Children, Youth and Media, Institute of Education Jenny Grahame, English and Media Centre Michael Simons, English and Media Centre Andrew Carruthers, Ofcom Simon White, Department for Culture Media and Sport Tony Halston, Department for Education and Skills Matteo Zacchetti, European Commission Janet Moffat, Melcombe Primary School Graham Brown, Abbott Mead Vickers BBDO Anna Chapman, Hasbro Laura Simons, Independent consumer affairs consultant

Funders

According to it's website, "Media Smart is not for profit and is funded by corporate sponsors and partner organisations. It is supported by the UK. Government" ^[11]

• 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 in Advertising,
• ITV,
• Kellogg's,
• Lego,
• Logistix Kids,
• Masterfoods,
• Mattel,
• McDonald's,
• Mindshare,
• Procter & Gamble,
• Turner Broadcasting,
• Unilever,
• Viacom Brand Solutions,
• Young Media Ltd.

References

1. ^http://www.mediasmart.org.uk/media_smart/index.html
2. ^http://www.cca-kids.ca/
3. ^http://cca-kids.ca/about_who/members.html
4. ^ Daniel Rogers Plans to keep the kids sweet Published: March 25 2002 13:30GMT | Last Updated: March 25 2002 14:03GMT
5. ^http://www.mediasmart.org.uk/contact_us.html
6. ^http://195.66.240.211/cgi-bin/whois.cgi?query=mediasmart.org.uk
7. ^http://www.hudsonsandler.com/about_us/our_facilities.asp
8. ^http://www.hfgcg.com/global-consulting-group.htm
9. ^APPC Register December 2004-May 2005; APPC Register June 2005-November 2005
10. ^APPC Register June 2004-November 2004
11. ^http://www.denic.de
12. ^http://www.mediasmart.org.uk/media_smart/who_is_involved.html