National media literacy campaign begins
By Adnews Staff
The Ottawa-based Media Awareness Network and the Canadian Teachers' Federation have begun an awareness campaign in support of National Media Education Week, which will run from Nov. 19 to 24. The campaign is intended to encourage media education for young people in homes and schools. The creative promotes media literacy and encourages Canadians to think critically about the messages they receive from the media. “Cumulatively and unconsciously, the media messages kids absorb help to shape their perceptions of what they think is normal and important, cool and fun, or scary and unappealing,” said Michelle Scarborough, executive director of the Media Awareness Network. “The ability to apply critical thinking skills to media by asking the right questions to deconstruct media messages is at the heart of media education.” The national campaign consists of English and French television, radio, print and Web-based public service announcements, developed by Rethink Advertising. Media outlets participating in the campaign include CanWest MediaWorks, CBC, Radio-Canada, CHUM Television, CTV, The Globe and Mail, Rogers Cable and S-Vox. The effort also includes a website at <http://www.mediaeducationweek.ca> and a national series of workshops, conferences, contests and festivals.