Media Smart is a UK-based media literacy initiative, aimed at primary school children. It
is a not-for-profit organization, which is funded by a range of corporate sponsors, and is
advised by an Expert Group including representatives from industry, media regulators,
academia and formal education. The main focus of its work to date has been on
advertising. Its objective is to provide children with the critical tools to help them
understand and interpret advertising, so that they are able to make informed choices on
their own behalf.
Be Adwise 2 is the second set of teaching materials produced as part of the UK Media
Smart initiative. The materials were launched in late 2004, and have been sent on
request free of charge to over 7000 UK primary schools. Developed with leading UK
media literacy experts, the materials are designed for use with pupils at Key Stage 2
(aged 7-11). They aim to support a range of curriculum areas, focusing particularly on
Literacy/English and Citizenship. They also support Personal, Social and Health
Education (PSHE), Drama, Technology, Art and ICT education. The materials aim to
build on children’s own experience of media, and encourage active learning through the
use of games, role plays, and practical media production tasks. The pack is organized in
three modules: an introduction to advertising; advertising aimed at children; and noncommercial
advertising.
The Centre for the Study of Children, Youth and Media was engaged by Media Smart in
mid-2006 to undertake an independent, objective evaluation of its Be Adwise 2
materials.