The more pervasive the role of the new media in modern society, the more it is imperative to identify and manage the development of the skills and the abilities to use them. Thus, media literacy is a field that has grown rapidly in recent years, both in the academic and the policy discourses, and which will become even more important in the future, as “new” media – notably digital communications, the internet and mobile telephony – become almost universal.

At the European Union level media literacy is a top priority. The European Parliament and the European Commission identify media literacy as an important component of building and sustaining democracy
Technological advances – mobile computing, augmented reality, blogs, social networks, and other modes of connectivity – are producing new media well beyond conventional print and broadcast. People have increased access to information, and opportunities to express ideas, to communicate and to make sense of their worlds through these new media. In classrooms and informal learning environments, these new media are expanding and challenging notions of learning and literacy.

Within this context, and in view both of the changing way of the use of the media and the enormous volume of information we get, the issue of young peoples’ ability to “access, analyze, evaluate and critically access images, sounds and texts is of great significance, as an important component for active citizenship in today’s information society.

The main focus of the European MediaCoach project is the improvement of media literacy levels among young people through the development of large pool of media literate professionals working with youth in schools, youth centers and in non-formal contexts like libraries and museums.

Instead of attempting the development of a pilot experimentation project, the European MediaCoach project proposes the scaling up of a recognized and proven innovation in the field of media literacy. More specifically, the European MediaCoach project aims at the replication of a practice in the field of media literacy that has demonstrable results with qualitative and quantitative evidence of impact; that of the Dutch National MediaCoach Programme. For a number of years the Dutch MediaCoach Training initiative has successfully achieved the goal of improving media literacy among children, young people and parents by training youth professionals, notably, teachers, librarians, youth workers, government officials and other societal professionals and by giving them the opportunity to study the possibilities and challenges of these new media and new literacies.

The Dutch MediaCoach Training Initiative will be replicated in the following five (5) other European Union national contexts that of:

• Cyprus,

• Greece,

• Portugal,

• Romania,

• Bulgaria

The European MediaCoach Initiative project which brings together key stakeholders in the area of media literacy can act as a catalyst to foster the scaling-up across regions and countries of one of the most successful European practices in the field of youth media literacy.



The most suitable scalable and replicable good practice in the field of media literacy in Europe


  • Strong relevance in terms of addressing the pressing issue of media literacy

  • A 3-year lead up period of successful testing and refining

  • Previous successful replications in other national contexts

  • Ease of transfer and adoption by other organisations in distinct national contexts

  • Nomination of one of the twelve best practices in Europe in the field of media literacy

Project duration A total of 36 months

Start date: 01.12.2017
End date: 30.12.2020

There is no exercise better for the heart than reaching down and lifting people up.

Liesbeth Hop • Media Coach Director

Investing in media literacy means to invest in people.

Paolo Celot • EAVI Secretary General


Media Literacy:

Cognitive knowledge. Critical Analysis. Evaluate and understand content and context.


Resilience by regulation of emotions:

  • Create awareness about their emotion and teach how to regulate and control that power


Intrinsic motivation and self persuasion:

  • Make them think about their own individual motivation: why they wish to deal with media in a smart way?


Implementation intention will change behavior:

  • Develop a personal individual strategy to deal with media and change their behaviour