Partners & Initiatives

MediaSmarts’ strength lies in its large network of partners and collaborators.

Over the years we’ve developed many programs and resources in partnership with like-minded organizations, including: Canadian Teachers’ Federation, Girl Guides of Canada, PREVNet, Canadian Red Cross, Entertainment Software Association of Canada, Equal Voice, Canadian Library Association, Mothers Against Drunk Driving, Association for Media Literacy, UNICEF and Concerned Children’s Advertisers.

(Visit the Sponsors section for an overview of programs developed in partnership with our sponsors.)


Media Literacy Week

Partners: Canadian Teachers’ Federation and collaborators across Canada

Media Literacy Week is an annual event that takes place every November. Co-lead by MediaSmarts and Canadian Teachers’ Federation, the week puts a spotlight on the importance of media literacy as a key component in the education of children and youth. Initiated in 2006, the week has grown to include more than 60 collaborators from across Canada, including schools, libraries, ministries of education, teacher associations and education and community organizations.


Be Web Aware

Partners: Bell and Microsoft Canada

Be Web Aware is a national, bilingual public education program on Internet safety. The initiative was developed and supported by MediaSmarts, Bell and Microsoft Canada.

The program was launched in 2004 with a series of public service announcements (PSAs) and Web-based resources, aimed at empowering parents with information so they can help their children make safe and wise online decisions. It’s all part of helping young Canadians benefit from the opportunities of the Internet while minimizing the potential risks. In 2010, Bell funded the re-design and updating of


Shaking the Movers: Youth Rights and Media

Partners: Landon Pearson Centre for the Study of Childhood and Children’s Rights, Canadian Teachers’ Federation and UNICEF

In 2010, MediaSmarts launched Shaking the Movers: Youth Rights and Media, a classroom resource on media and children’s rights, in partnership with the Landon Pearson Centre for the Study of Childhood and Children’s Rights, Canadian Teachers’ Federation and UNICEF. The teaching unit encourages students to examine how the Convention on the Rights of the Child relates to their media use.


Women, Politics and the Media

Partner: Equal Voice

In 2009, MediaSmarts worked with Equal Voice to develop classroom lessons which explore media representation of gender in politics. The program is part of the Experiences project, initiated by Equal Voice, which aims to engage young women in politics at all levels of government. A key component of the project is identifying and sensitizing young women to gender bias in media. The bilingual lessons are available here:
The Girl in the Mirror and Suffragettes and Iron Ladies.


Digital Literacy for Girl Guides

Partner: Girl Guides of Canada

MediaSmarts partnered with Girl Guides of Canada in 2008 on a Cybercitizen Challenge initiative. The aim of the program is to help girls, at all levels of guiding, to be informed and responsible citizens of cyberspace. This program is an update of the You Go Girl in Technology initiative launched in 2003, which included a Challenge badge to introduce digital literacy through a series of fun activities that girls could engage in, either as individuals, or within their Guiding Unit.


Media Education: Make it Happen!

Partners: Canadian Teachers’ Federation, Association for Media Literacy and Canadian Association of Media Education Organizations

The Media Education: Make It Happen! program is a series of free resources developed by MediaSmarts to help educators better understand and facilitate media literacy in their classrooms. The program, which was launched in 2006 to coincide with the inaugural Media Literacy Week, was developed in partnership with Canadian Teachers’ Federation, Association for Media Literacy and Canadian Association of Media Education Organizations. It includes a practical booklet for teachers and librarians, and a PowerPoint presentation and facilitator’s guide for professional development.


The Target is You!:  Kids, Alcohol and Advertising

Partner: Mothers Against Drunk Driving

Launched in 2005, The Target Is You! is a national education program for youth on alcohol advertising. The series of ten lessons and an interactive online quiz is designed to help young people understand the significant social and psychological effects of messages in alcohol advertising in influencing their attitudes about drinking. The program was created in partnership with Mothers Against Drunk Driving.


Web Awareness Day

Partners: Canadian Library Association and Bell

Web Awareness Day was a national initiative which took place in Canadian public libraries in 2003 and 2004, in partnership with the Canadian Library Association and Bell. Public libraries across Canada used Web Awareness Day as an opportunity to deliver the message that they are ready to support parents and communities in teaching young Canadians digital literacy skills. To celebrate the day, libraries held open houses, panel discussions and workshops on safe Internet use.


Media Pulse: Measuring the Media in Kids Lives

Partner: Canadian Paediatric Society

The MediaPulse project was launched in 2003 in partnership with the Canadian Paediatric Society  to raise awareness among health-care professionals of the influence of media on the healthy development of children and youth. The program includes the MediaPulse Guide for Health Practitioners: a 20-page booklet that explores research on media influences on children and adolescents and offers practical suggestions for the integration of media awareness into the practice setting.