Globalisation:Media Smart

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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.


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:

People

Mediasmart does not name its employees on its website.


Expert Group (as of November 2008)

Funders

Media Smart is funded by corporate sponsors and partner organisations.

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

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

  1. Media Smart [1]
  2. Hudson Smart [2]
  3. Global Consulting Group [3]
  4. APPC Register December 2004-May 2005; APPC Register June 2005-November 2005
  5. APPC Register June 2004-November 2004
  6. Media Smart new address, accessed 18 November 2008.
  7. The Advertising AssociationContact us, accessed 20 November 2008.
  8. Barbie Clarke

    notes

    Social Issues Interview, Young Consumers, 2005. accessed october 2010

  9. notes

    Media Smart expert group, accessed 19th October 2010.

  10. Media Smart Supporters, accessed 18 October 2010
  11. Media Smart Evaluation Reportaccessed 20 November 2008