Globalisation:Media Smart
Chantal Bennett Leigh Gallagher Ludo Mayo & Kirstin Walker
Media Smart Official Website: http://www.mediasmart.org.uk/
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a
"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising. Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills.
Contents
The Organisation
The office address is given as:-
Abford House:
15 Wilton Road:
London:
SW1V 1NJ [1]
This office is also the address of the Advertising Association, which suggests that Media Smart is based inside the Advertising Association's offices.
- The domain mediasmart.org.uk is also registered by Media Smart, but a 'who is' with the British internet registry gives out a different address for Media Smart:
29 Cloth Fair
London
EC1A 7NN
This address houses the offices of Hudson Sandler [2] and the Global Consulting Group(GCG)[3] 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. [4] Prior to that Media Smart was represented by Ergo Communications Services [5] which was acquired by Huntsworth in 2004.
- In 2008 the Media Smart website listed a new address:-
7th Floor North:
Artillery House:
11-19 Artillery Row:
London SW1P 1RT:
Telephone: 020 7526 3615 :
Fax: 020 7526 3699 :
Email: info@mediasmart.org.uk [6]
This office is also the new address of the Advertising Association.[7]
Directors
In 2005 Jackson was recorded as:
- Vice President of the World Federation of Advertisers
- Chairman of the Responsible Advertising and Children Group which represents the interests of European Advertisers,agencies and the media. [8]
People
Mediasmart does not name its employees on its website.
Expert Group (as of November 2008)
Expert Group (as of November 2008)
- David Buckingham Centre for the Study of Children, Youth and Media, Institute of Education
- Rebekah Willett Centre for the Study of Children, Youth and Media, Institute of Education
- Paul Jackson Media Smart’s Chairman
- Simon White Department for Culture, Media and Sport
- Jenny Grahame English and Media Centre
- Matteo Zacchetti European Commission
- Richard Cornish Hasbro
- Laura Simons Independent consumer affairs advisor
- Robin Blake Ofcom [9]
Funders
Media Smart is funded by corporate sponsors and partner organisations.
- Advertising Association
- British Toy and Hobby Association
- Business in the Community
- DDB London
- Ferrero
- Five
- GMTV
- Hasbro
- Incorporated Society of British Advertisers (ISBA)
- Institute of Practitioners of Advertising (IPA)
- Internet Advertising Bureau (IAB)
- ITV
- Jetix
- Kellogg
- Lego
- Mars
- Mattel
- McDonald’s
- Mindshare
- Turner Broadcasting
- Viacom Brand Solutions[10]
Independent report
In 2006 Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from The Centre for the Study of Children, Youth and Media, Institute of Education, University of London. In 2007 the centre produced their independent report. The overall conclusions of the report were positive.[11]
The authors of the report were
- Professor David Buckingham
- Dr Rebecca Willett
- Dr Shakuntala Banaji
- Dr Susan Cranmer
Buckingham and Willet are members of Media Smart's expert group.
Media Smart: Activities
The media smart website runs activities though their web-site for younger children to enjoy outside of the school environment. Aimed at children between the ages of 5 and 11 they provide stimulating and enjoyable pastime to make them realise how much advertising plays in their daily lives. Activities:-
TAG THE ADVERTISEMENT- 45 adverts appear when walking down a virtual street the player has to click on every advertisement they notice. Including in shop window displays, the sides of lorries and on televisions evoking how many we bypass each day without much consideration.
ADVERTING CHALLENGE – Linking individuals to certain brands, showing celebrity culture sells brands. Media Smarts feature Bill Board, Maggie Zeen and Ray deo linking their favourite pastimes to the object that it requires
MAKE YOUR OWN BRAND- Making an interactive version of yourself or others the player creates their own clothes logo and slogan to appear on their interactive self featuring on a television advert, action figure or t-shirt.
[4] accessed 20/10/2010 </ref>
Suggestions for sub-pages
Just suggestions - feel free to change/add to this - although it is recommended that you create several main pages linked to from this main project page so group members can edit simultaneously.
Globalisation:Media Smart: History and aims Globalisation:Media Smart: Funding and connections Globalisation:Media Smart: Views on tackling obesity
Notes
- ↑ Media Smart [1]
- ↑ Hudson Smart [2]
- ↑ Global Consulting Group [3]
- ↑ APPC Register December 2004-May 2005; APPC Register June 2005-November 2005
- ↑ APPC Register June 2004-November 2004
- ↑ Media Smart new address, accessed 18 November 2008.
- ↑ The Advertising AssociationContact us, accessed 20 November 2008.
- ↑ Barbie Clarke
notes
Social Issues Interview, Young Consumers, 2005. accessed october 2010
- ↑ Media Smart expert group, accessed 21 October 2010.
- ↑ Media Smart Supporters, accessed 18 October 2010
- ↑ Media Smart Evaluation Reportaccessed 20 November 2008
