Initiating pilot trials and campaigns
Media literacy levels vary for a wide range of reasons. The needs of people from minority communities, disadvantaged backgrounds and those with protected characteristics are not being effectively met by current media literacy provision, compared with the wider community.
To help address this under-provision, we will commission media literacy initiatives targeted to these groups and communities.
Our aim is to improve media literacy among online users who are currently not served or under-served by existing initiatives. These will range from broad media literacy awareness-raising programmes to targeted local initiatives.
- Collaborate to deliver successful local campaigns and initiatives that are tailored and sensitive to the particular needs of different groups and communities.
- Explore different ways of reaching these groups and communities to find out what works best.
- Provide the sector with an understanding of what is possible through funded collaboration and local initiatives.
- Evaluate and share findings from pilot initiatives.
We spoke to ten organisations across the UK to find out what makes a successful community initiative or intervention. The key learning from this rapid research project is that local communities require local solutions. In essence, the community needs to teach itself, and the provider’s role is to create the right conditions for that. These learnings will inform our future approach when commissioning community interventions to improve media literacy amongst underrepresented groups.