Links in this section
may take you to new, non-UNICEF websites.
The Oslo Challenge to the
private sector, including media owners, is:
to take into account the rights of children to
access, participation, media education and protection from harmful
in the development of new media products and technologies;
• to make the best interests of the child a primary consideration
in the pursuit of commercial and financial success, so that today's
children become adults in a global society in which all people
are protected, respected and free.
The following links provide examples of good practice
concerning privat sector involvement in support of children
in the media:
your mind - UNICEF, MTV Networks Asia and The Levi's® Brand
came together to drive the Speak Your Mind Campaign -- a pro-social
campaign with the objective of empowering youth in Asia by helping
them speak their minds about the things that are important to
them and close to their hearts. This exciting landmark initiative
aims to make a significant difference to the Asian youth of today
with the declaration of 1 August as the Youth Day.
UNICEF, MTV Networks
Asia and The Levi's® Brand will all take
active roles in promoting the Youth Day throughout the region,
and in supporting young people to speak out and be heard not only
on this day but throughout the year.
Governments, corporations and
communities will be encouraged to observe the Youth Day through
activities organized by young people.
For more information, go to MTVAsia.
Smart® is a media literacy programme, initially focused on advertising.
The objective of the project is to provide children with the tools to help them
advertising, so that they are able to make informed choices.
Media Smart® is
designed for primary school children aged 6-11 years old. It is the first UK
media literacy programme to
run inside the classroom and the home using broadcast and written
For more information, go to the Media
To see who is behind Media Smart®, go to Responsible
Advertising and Children Programme - World Federation of Advertisers.
Another interesting resource that looks
at the relationship between children and advertisers is the Advertising
Education Forum (AEF) website.
The Advertising Education Forum (AEF) is a non-profit, academically
neutral organisation that offers a comprehensive database of information
on advertising and children and related issues.
AEF provides open and free access to academic and scientific research
on advertising and children and serves as a centre for information
on the issue and also provides information on advertising self-regulation
in Europe, e.g. information on each country's self-regulation
How to get involved
Interested parties from the private sector can get involved
by contacting the nearest UNICEF office. You can find the addresses
and phone numbers on the UNICEF
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