The Importance of Media Literacy: Helping Children to be

Media and Life Wise

A webinar produced by CCA and Paton Publishing,November 2010

PART ONEIntroduction

What’s Up?

• Introduction

• The Issue

• Media Monkey

• Just For You

04/10/23

“If we teach today as we taught yesterday, we rob our children of tomorrow”

~ John Dewey

New Ideas, New Approaches

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Webinar

• Online mini workshop

• Three 10 minute sections

• Archived on www.longlivekids.ca/play

• Q&A available

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What is CCA?

• Unique collaboration

• Over 20 years

• Focus on positive prevention

• Long Live Kids

Concerned Children’s Advertisers

CCA MISSION:• As committed Canadian advertisers, our goal is to be

the credible, caring and authoritative voice of responsible children’s advertising and communications.

CCA MANDATE:1. To contribute to the health and media literacy of

Canadian children through innovative and effective social marketing and education programs.

2. To promote ethics and responsibility in advertising to children.

CCA Members

CCA Partners

Broad Range of Social Issues

CCA Campaigns:

• Substance Abuse Prevention• Child Abuse Prevention• Self-Esteem – Girls & Boys• Bullying• Healthy Active Living• Media Literacy

Let’s take a look…

CCA Demo Reel

CCA PSA’s Are Designed To:

• Draw attention to an issue• Act as a call-to-action• Provide a catalyst for meaningful discussion• Drive viewers to the website for tools

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What is a Microsite?

• Online vehicle• Kids, educators,

parents• Games, lesson

plans, tips and tools• Many components

PART TWOThe Issue

Part 2 - The Issue

“In this century, the mass media have come to rival parents, school, and religion as the most

influential institution in children's lives.” ~ Media and Values Magazine

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Today’s Children are Media Savvy

• Consumers;

• Creators; and

• Distributors of content.

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*GENERATION M2: Media in the lives of 8-18 yr olds. A Kaiser Family Foundation Study, January 2010

• More than 7 hrs./day screen time• More than 53 hours per week *

Media Use

*GENERATION M2: Media in the lives of 8-18 yr olds. A Kaiser Family Foundation Study, January 2010

Big Changes

*GENERATION M2: Media in the lives of 8-18 yr olds. A Kaiser Family Foundation Study, January 2010

Increase in Mobile Media Use

How do kids communicate?

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Implications?

• Isolation?

• Empathy?

• Tolerance?

• Values?

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Are They Healthy?

• 26% of Canada’s Kids are overweight or obese;• Only 12% of Canadian children and youth meet the

90 minutes/day activity guideline;• 15.2% of 2-5-year-olds are overweight ; and• 6.3% are obese.• Children who become obese before the age of six are

likely to:– Be obese later in childhood; and

– Have a 25-50% increased risk of being obese as adults

Active Healthy Kids Canada Report Card on Physical Activity for Children and Youth, 2010 www.activehealthykids.ca

3 Pillars

• World Health Organization• Institute of Medicine

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What does this mean for our kids?

• Virtual friends are replacing real friends• Online information has perceived credibility• Physical, emotional, social implications

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What do we need to do?

Teach children to :• Ask questions• Learn how to understand

and interpret media• Make balanced life choices

that are right for them

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• Media literacy education is the key to positive behavioural change, the development of critical thinking skills and the ability to make smart choices.

What is media literacy?

• The ability to deconstruct, analyze, evaluate, and reconstruct media messages.

deconstructanalyze

evaluate

reconstruct

Teach, Don’t Protect

Research Experts

• CCA partnered with Canada’s foremost issue expert on media literacy, Media Awareness Network (MNet)

Introducing…

Media Monkey

Media Monkey

• “Media Monkey” empowers young people to make safe, balanced and healthy choices that are right for them and opens the door for meaningful discussion about media, health and planning for healthy futures.

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Reaching All Canadians

• The “Media Monkey” was designed to positively influence Canadian children to develop the confidence to make healthy, informed choices, regardless of their cultural background.

• Targets:– English and French speaking Canada

• Canadian children, ages 9-12 (boys and girls)• Parents, teachers and other caregivers

– Multicultural Canada• Children, ages 9-12 (boys and girls)• Parents

More “Media Monkey”

• At School

• At Home

• In the Community– Child Care– Health Care

PART THREEThe Microsite

LongLiveKids.ca/Play

• Ticker across the top

• POST

Long Live Kids Micro site

• Navigation Bar

• LEARN

• LEAD

• Poll

• Facts

• Partners

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POST- Check it out often!

CREATE - Kids

PLAY and SHARE - Everyone

LEARN - Educators

Three Modules

• Learning About Media

• Improving Self Confidence

• Planning for the Future

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Let’s Look at an Example

• Module One: Learning About Media

Lesson One: Media Sleuths

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Lesson Plan Components

• Lesson at a Glance

• Explore

• Discuss

• Learn

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Group Learning- Media Sleuths

• Activity– Focus– Purpose– Objectives– Teacher Tools– Setting the Stage– Working it Out– Sharing the News– Closure and Reflection

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Extension Ideas

• Across the curriculum

• Service Learning

• Application of Skills

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LEAD - Parents and Community

Next Steps for CCA

• New PSA

• New educator lesson plans

• New parent/ community program

• Updates and new components

to online microsite

• More webinars

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Next steps for you:

• Use the lesson plans and parent program!• Encourage others to use it too• Keep communicating with your kids about health

and technology• Use technology as a co-learning opportunity• Keep your students active

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Q&A

• Questions?

• Comments?

• Suggestions?

• http://play.longlivekids.ca/contact

Thank you!

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