NEWS
Media Smart to help young people understand environmental claims
gather invaluable insights from focus groups of young people on how they perceive greenwashing, the areas they are most concerned about, as well as sharing their top tips to spot it. It highlighted how young people feel underprepared and disempowered to be able to find out the information on a company’s environmental practices.
The resulting five-point guide and short film can be shared in classrooms, assemblies or at home to raise awareness of the ASA and how it regulates environmental claims in adverts. It offers advice such as interrogating ‘green’ symbols, being suspicious of buzzwords which aren’t backed up with evidence, and encouraging fact-checking a company’s claim.
UK advertising’s award-winning non-profit education programme, Media Smart, has launched an awareness campaign for teachers, parents and young people to help them understand environmental claims in advertising and marketing. It is releasing a simple five-point guide and short film, accompanied by a social media campaign featuring a series of vox pop films from young people, to increase awareness of what constitutes greenwashing and support the work of the Advertising Standards Authority (ASA).
The campaign by the advertising literacy programme is in response to research showing 52% of teenagers are concerned about the lack of action on climate change, with 56% of them feeling anxious about the issue.
Media Smart worked with youth-centred creative business, Livity, to
An accompanying social media campaign will be rolled out on Media Smart’s social media channels via Facebook, Instagram, TikTok and LinkedIn during March and April, reaching young people, teachers and parents directly with the key messaging.
Rachel Barber-Mack, Director of Media Smart, said: “One of Media Smart’s goals this year was to raise understanding of greenwashing and support the proactive work the Advertising Standards Authority is doing in this area. Over half of the UK’s teenagers feel concerned about the lack of action on climate change, and evidence shows young people want to see greater transparency from corporates and brands, without having to hunt for the information. This new campaign can be shared in all learning settings – whether in classrooms, at home, or via social media itself using the shareable vox pops featuring advice directly from young people.”
https://mediasmart.uk.com/greenwashing/
Shepton Mallet Prison launches new education programme
Shepton Mallet Prison is putting ‘Education Behind Bars’ with the launch of a newly created National Educational Programme for Schools, Colleges, and Universities. Education Behind Bars is being delivered nationally across decommissioned prisons launching at Shepton Mallet Prison in Somerset and Shrewsbury Prison in Shropshire, with more locations due to launch in 2023.
With crime rates among young people at shocking highs, crimes such as knife violence, theft, and cyber bullying are on a dramatic rise. A new style of education programme to help combat these issues in our society is urgently needed.
Education Behind Bars is the first programme of its kind, being delivered in real heritage-led prisons to highlight the shocking truth of how hard life is behind bars and how prisons have changed over the centuries to what they are now.
Created by a team of specialists in education and history, the programme is aligned with the national curriculum and has been designed to support learning through thought provoking exercises and activities. Pushing the boundaries of what has been done before in any heritage led tourist attraction.
The new national programme offers a combination of interactive, immersive elements alongside a more traditional style of delivering learning, while making these specific to each Key Stage and providing a first-class education pack for each student and supportive learning materials for teachers, which can be taken back into the classroom, ensuring school visits are truly educational and reach beyond the traditional.
Joel Campbell, CEO of Cove Group, who created the programme said: “We wanted to create a new style of programme to tackle the rising crime rates, and wanted something meaningful which truly educates the next generation. Creating an immersive experience coupled with traditional education allows us to open the imagination of each individual student, from here we can begin to educate on crime and punishment, and how both have had an impact on our society. “It just made sense that the best way to tackle rising crime rates in
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www.education-today.co.uk March 2023
the young, is to show them first-hand what life behind bars is like and connecting them with the reality of this unseen world. “It’s our belief that, every student should experience this programme and it should be part of the national curriculum at each Key Stage. It’s our belief that ‘Every Child Should Go To Prison’ (even if it’s just for a few hours!).”
Education Behind Bars has been designed to adapt to all ages and abilities, ensuring every student can take part with confidence and gain real outcomes. The programme is offered to all Schools, Colleges & Universities and can also be delivered to SEN & PRU establishments, with adaptions designed to support each students’ individual needs. There is also an option for other groups, such as Home Educators, Scouts, Guides, Sports Groups, and any students which fall outside of mainstream education. Making the programme truly inclusive for all.
www.sheptonmalletprison.com/education-behind-bars/
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