Celebrating progress: empowering Media Literacy Week in Finland with positive feedback

In Finland, the annual Media Literacy Week (MLW), organised by the Finnish Safer Internet Centre, coincides with Safer Internet Day (SID) in February. This article delves into the recent activities and feedback from two rounds of this event coordinated by the National Audiovisual Institute. Media Literacy Week, well known in Finland, aims to enhance media literacy among diverse groups, including children, youth, and adults, while supporting educators and guardians in their media education roles. 

Date 2024-04-26 Author Finnish Safer Internet Centre Section awareness Topic media literacy/education Audience organisations and industry
Man woman and child sitting at a table with electronic devices

Media Literacy Week 2023 

Finland boasts a vibrant and varied landscape of media education, with numerous organisations dedicated to enhancing online safety and media literacy among children and young people. This year, the focus was on making media education more visible and amplifying existing efforts. The week saw collaboration with 58 partner organisations from various sectors of society. Together with the partner organisations, 85 materials were published in Finnish, Swedish, and Sámi languages for Media Literacy Week. Additionally, 30 events were organised. 

Highlights included the launch of a new animated series aimed at fostering balanced media usage among children and parents at home. Additionally, several materials addressed bullying prevention and promoting sustainable lifestyles. Over 2300 professionals, primarily educators from early childhood and basic education, as well as librarians from across the country, registered for the week's activities. Notably, this year saw increased participation from the Swedish-speaking minority community. 

Throughout the week, we engaged in extensive communication and dissemination efforts across Facebook, Instagram, and Twitter. Furthermore, MLW materials reached audiences through five printed and online brochures tailored to different demographics and an online Media Literacy Magazine 2024 featuring numerous articles contributed by MLW partner organisations. 

Media Literacy Week 2024 

In 2024, Media Literacy Weeks centred around the theme of media consumption and well-being. A survey examining media usage patterns among young people and adults bolstered our focus on evidence-based insights. Additionally, artificial intelligence emerged as a prominent secondary theme for the year. 

The week saw unprecedented collaboration, with a record-breaking 70 partner organisations from various sectors of society coming together. Collectively, with the partner organisations, 77 materials in Finnish, Swedish, and Sámi languages for MLW, 17 events were organised, and 51 articles were published in the Media Literacy Magazine. Over 1,800 professionals registered for the week, including educators from early childhood and basic education and librarians. 

Throughout the week, we engaged in extensive communication and dissemination activities on Facebook and Instagram. MLW materials were also disseminated through five printed and online brochures catering to different target groups and via the online-based Media Literacy Magazine 2024. Notably, we conducted a survey on young people's smartphone usage and its impact on mental well-being, a key communication highlight widely covered by the press. 

Aligned with the theme, we hosted a successful online parental evening titled "The Young Mind Amidst the Media Flood," attracting 800 participants. 

Feedback from participants and partner organisations

Like previous Media Literacy Weeks, feedback was collected from participants and partner organisations regarding the activities, arrangements, and communications associated with the annual theme weeks in 2023 and 2024. Following MLW 2023, 198 participants and 20 partner organisations gave feedback. Similarly, after MLW 2024, 229 participants and 20 partner organisations gave their feedback. Delightfully, the feedback from both rounds of Media Literacy Week was consistent and positive. 

  • Most respondents from both rounds expressed agreement with the following statements: 
  • The messages and materials distributed during Media Literacy Week were relevant. 
  • The materials provided during Media Literacy Week were suitable for use in my work. 
  • The brochures on MLW materials and the newsletter of Media Literacy Week were helpful. 
  • The materials provided during Media Literacy Week support my professional skills. 
  • Media Literacy Week supports practical work on media education. 

In addition, most respondents delightfully stated that they will participate in Media Literacy Week again next year. 

Feedback from our partners following both rounds of MLW was positive. For instance, our partner organisations provided favourable reviews of the newsletters, which primarily focused on MLW arrangements. Personal communication and prompt responses to additional inquiries were also commended. Partners noted a sense of fairness in their interactions with the organising body (KAVI), highlighting precise and effective communication. 

Moreover, respondents offered valuable insights on enhancing MLW activities in the future. For instance, participant feedback emphasised the need for more educational materials tailored to young children. Partner organisations wanted to increase networking opportunities and platforms for sharing ideas on participating and collaborating during Media Literacy Week celebrations. 

Overall, constructive feedback from participants and partners alike encourages and guides further development of MLW's concept and activities. Media Literacy Week has solidified its position as an annual celebration and communication campaign promoting media education, a theme embraced by numerous stakeholders across Finland. 

Find out more about the work of the Finnish Safer Internet Centre, including its awareness raising, helpline, hotline and youth participation services – or find similar information for Safer Internet Centres throughout Europe.

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