UNICEF Montenegro receives Global Media and Information Literacy Award
The media literacy campaign “Let's Choose What We Watch” becomes the second UNICEF Montenegro campaign to receive an international award after the “It's about ability” campaign, which won an award three years ago
GOTHENBURG, 24 September 2019 – UNESCO-led Global Alliance for Partnership on Media and Information Literacy (GAPMIL) has awarded the Global Media and Information Literacy Award to UNICEF Montenegro for the “Let's Choose What We Watch” media literacy campaign and the UNICEF Volunteers - Young Reporters initiative.
Over 70 media literacy initiatives from all over the world competed for this prestigious award, whose previous recipients include Sorbonne University of Paris, the USA Media Literacy Center, Canada Center for Digital and Media Literacy, etc.
We accept this award with a great sense of pride. This is the second UNICEF Montenegro campaign to receive an international award after the “It’s about ability” campaign, which won an award three years ago. Montenegro is a small country where UNICEF is successfully implementing innovative initiatives such as Young Reporters, and we are glad that we have been recognized as a global model of good practice.
Jelena Perović, Communication Officer at UNICEF Montenegro, accepted the award on behalf of the UNICEF Montenegro at the opening ceremony of the Global Media and Information Literacy Conference, hosted by the University of Gothenburg and the Swedish National Committee of UNESCO. During this global conference, she presented the key findings from the media literacy campaign research in Montenegro and its results so far.
The active participation of young people and the scientific basis for their activities during the media literacy campaign are key factors of success that have contributed to UNICEF Montenegro receiving the prestigious Global Media and Information Literacy Award this year. In addition to UNICEF Montenegro, the following initiatives also received the award this year: the Spanish media education scientific journal Comunicar, the NewsWise media literacy initiative for children aged 9-11 years that is being implemented in the UK with the support of the Guardian Foundation and Google, media literacy experts Frank Baker and Alexander Fedorov, and the Palestinian Youth Association Pyalara.
UNICEF Volunteers - Young Reporters are the chief spokespersons for the “Let's Choose What We Watch” media literacy campaign launched by the Montenegro Agency for Electronic Media and UNICEF Montenegro in February 2018. Its aim is to promote media literacy among parents and children, to improve the quality of reporting on child-rights-related issues, as well as to improve the quality of media programmes for young people in Montenegro. As part of this campaign, Young Reporters and UNICEF Goodwill Ambassador Antonije Pušić alias Rambo Amadeus created a media literacy song and video and organized a series of events for both the media and citizens. In cooperation with the public broadcaster, Television of Montenegro TVCG, they launched the first TV news programme for young people created by young people themselves – Wadada Montenegro. In addition to this, they published numerous blogs posts on the international youth blog portal Voices of Youth and the “Vijesti” news portal in Montenegro.
One in two citizens of Montenegro have heard of the campaign and the UNICEF Volunteers - Young Reporters initiative so far.