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]

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 [2]

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

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" [3]

• 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.