In Finland, safer internet day is celebrated as media literacy week (mediataitoviikko) – a theme week consisting of media education materials, a media literacy magazine with articles from dozens of experts, events, and campaigns highlighting media literacy and education. The week is coordinated by the national audiovisual institute KAVI, with other SIC partners, save the children Finland and the Mannerheim league for child welfare (MLL), participating with materials, events, and communication support.

This year, the week was planned and implemented together with more than 50 partner organisations from different sectors, and the final number of participants was one of the highest in the week’s 13-year history: nearly 2,500 participants from schools, museums, libraries, etc. Around Finland. The week’s communications also reached a wide audience outside the media education sector.

The strength of media literacy week lies in its collaborative nature: while coordinating with dozens of partner organisations can be time-consuming, the results are well worth the effort. By working together, media literacy week is able to provide teachers, educators, and professionals with dozens of educational materials and events that would not be possible alone. We at KAVI, as the coordinating partner, would like to express our sincere thanks to all those who make the theme week possible year after year.

Addressing ecological sustainability and climate change in media education

This year, the special theme of the week was ecological sustainability and climate change. The theme was discussed in the media literacy magazine articles, events, and educational materials from multiple standpoints. For example:

• The national broadcasting company Yle produced learning kits based on a TV documentary searching for hope during this era of climate crisis.
• Pikkuli edutiimi organised a webinar on how to strengthen young children’s connection to nature.
• Interpedia provided a learning kit to familiarise 5 to 7-year-olds with UN agenda 2030.
• The Finnish competition and consumer authority (KKV) provided an online course and materials to help identify environmental marketing.

Additionally, generative AI and the safe use of social media were prominent topics across all the materials. Generative AI and social media platform practices are present not only in the public and political debate but also in the everyday lives of media educators, and this was reflected in the materials of this year's media literacy week. The week's events and learning materials provided tips on ecological media education, the use of AI and the identification of ai-generated content, and the critical use of social media.

Online event for parents on navigating the media environment 

Traditionally, the Finnish SIC has organised a joint online event during media literacy week, and this was done again this year on safer internet day. In the online event for the parents and caregivers of children aged 0 to 6, experts from KAVI, Save the children, and MLL discussed the safe and well-balanced media use of young children and families. Additionally, we had special guests from Pikku Kakkonen, a highly popular children’s programme aired since the 1970s, broadcasted by the national broadcasting company Yle.

In the event, parents were given tips and guidance on choosing age-appropriate media content from Pikku Kakkonen’s offerings, and the pedagogical solutions behind certain programme choices were also discussed.

Over 700 people registered for the event, and the feedback was very positive. The collaboration with a well-known brand in the children’s culture industry was clearly a crowd-pleaser, and the attendees appreciated the concrete tips on appropriate media content.

Media literacy week will be held again in February 2026, along with safer internet day. Stay tuned!

Learn more about Safer Internet Day activities in Finland on their SID page on our platform!

Further information about the Finnish Safer Internet Centre can be found on the Better Internet for Kids (BIK) public portal, including links to its national websites and other contact information. Similar information can be found on the BIK portal for all Safer Internet Centres in Europe.