Scale up MediaCoach

ended

The proposed activity aims at improving media literacy capacities in Croatia, Serbia and Albania based on Media Coach programme, successfully implemented in several EU countries so far. In addition to scaling up one of the best European media literacy practices, the project plans to strengthen channels of dissemination and local ownership over the results, thus reaching wide and diversified audience in targeted three countries, but also providing valuable recommendations to EU countries and policymakers. This will be done by strengthening local media and digital literacy training capacities (creating pool of 9 National Media Coaches and 45 Local Trainers; designing and accrediting innovative and efficient training programme); developing and disseminating a media literacy toolkit (accessible online); mobilising creative potentials in innovative media production raising general media literacy levels; and promoting media literacy via wide and far-reaching media campaign designed by trainers/influencers targeting various and diverse audience when it comes to media consumption habits and prior media literacy knowledge. By actively using 4 languages in all project activities and outputs (English, Albanian, Croatian and Serbian) the project possesses high potential of replication and multiplication across borders, reaching to 10 million citizens of the targeted region. In addition, its clear link to EU media and digital literacy trends and stakeholders ensures impact at EU-level. The Media Coach Programme relies on innovative structure allowing for permanent updates according to regular feedback of trainers and beneficiaries expanding its tools, resources, and repository of subjects (dossiers), coming from different media landscapes, learning modalities and target groups’ needs. This way, its relevance and ability to deliver sustainable results are improved with each application.