In Finland, safer internet issues fall under the concept of media literacy. MLW is organised by the National Audiovisual Institute (KAVI) and it is part of the awareness-raising work it does as the Finnish Safer Internet Centre. MLW aims to advance the media literacy skills of children, young people and adults, as well as to support professional educators, guardians and other educators in their important media educational tasks. 

In 2022, the week was carried out in collaboration with 49 partner organisations from all sectors of society. Together with these partner organisations, a total of 70 campaigns, events and materials were conducted or published for the MLW. Additionally, 1,800 professionals registered for the week, most of them representing teachers from early childhood education, basic education for children under 15 years, and librarians. However, thousands of children, young people and adults were reached before and during the campaign week, and numerous communication and dissemination activities took place during the week, for example, via social media channels. 

Equal and accessible media education 

The emphasis of the theme week was reflected in the campaigns, events and materials published together with the partner organisations. Linguistic and cultural minorities were considered, for example, by providing media education materials for adult people who are in learning the Finnish language. In addition, the Sámi knowledge was promoted through film education. The Sámi are indigenous people of Finland, Norway, Sweden, and Russia. Furthermore, partner organisations and KAVI published plain language and pictorial educational material to support media education of those who need special support in learning. 

Each year, as part of MLW, a Media Literacy Magazine is published and distributed to professionals. In the magazine, partner organisations can publish articles related to their current work with media literacy, media education and media skills. In addition, the magazine includes more general articles from the editorial team. In previous years the magazine was published in print and as a PDF. As a new output this year, the magazine was published with an accessible online magazine replacing the PDF version. 

The new magazine was designed to be more accessible in accordance with the EU Accessibility Directive. In addition, the online magazine allows readers to target their social media posts to a specific article. Statistics show that the online magazine reached more people compared to the PDF version, achieving 3,600 downloads by the end of February. In comparison, in the previous two years, the PDF file achieved 1,600 downloads per year. 

Media Literacy Week is developed with feedback 

After the active campaign period, both participating professionals and organising partners were asked for feedback. Feedback plays an important role in the development of future Media Literacy Weeks. This year, 139 participating professionals and 12 partner organisations provided feedback. Feedback was particularly requested on the online magazine and registration process. 

Almost half of the responding professionals (n=63, 47 per cent) had read the online magazine. The expectation of professionals for the next annual edition of the magazine varied: 81 professionals expressed a preference for the magazine to be published both in print and online, 22 professionals thought that an online version is fine and that a print version is no longer needed, while 30 respondents commented that they prefer the print version. 

Comments from the feedback survey related to the magazine included: 

“You can return to the online magazine anywhere, and it’s not tied to one physical copy of the workplace.” 

“[The online magazine is] a good solution due to its accessibility; it is easily available.” 

“I like the printed version more because I’m used to reading print magazines more, and because a computer isn’t always available.” 

Respondents were also asked about the importance of registering to MLW and views on the newsletter. Participating professionals expressed that they find it useful to register for MLW. Only six respondents did not find it useful. Professionals emphasised the importance of the newsletters that are sent to each registered professional via email. The newsletters include age-curated tips for MLW. Suggestions from the professionals relating to registration activities included:  

• More useful information for professionals outside of school settings is needed. 
• The materials should be published earlier. 
• There is no need for registration because the same information as provided in newsletters and in the printed magazine is available on the MLW website 

Find out more about Media Literacy Week (Mediataitoviikko) and discover the Media Literacy Magazine (Mediataito).

Find out more about Safer Internet Day celebrations in Finland by visiting the Finnish Safer Internet Day profile page, or find out about Safer Internet Day more generally here. 

Alternatively, find more information about the work of the Finnish Safer Internet Centre, including their awareness raising, helpline, hotline and youth participation services – or find similar information for Safer Internet Centres throughout Europe.