UNESCO
Showcasing Media and Information Literacy as a vital skillset. How branded by berkeley helped UNESCO elevate the value of MIL in an ever-changing world.
The back story
As technology gets ever more sophisticated, the vast amount of media and information readily accessible expands exponentially. Unfortunately, the knowledge to engage with and decipher this influx of content hasn’t grown in line with its availability, with content consumers and creators at different levels of literacy across the globe. This has allowed fake news, hate speech, sexism, racism, and more, to thrive in increasingly unregulated spheres.
This dynamic has been steadily building with the onset of mobile internet and smartphones, but it really came to the fore during the Covid pandemic, where false information had a direct impact on people’s lives and wellbeing.
What we did
branded by berkeley was brought on board to support UNESCO in elevating the value and core competencies of Media and Information Literacy (MIL) across the globe. This was facilitated through the launch of the latest version of the MIL Curriculum for educators and learners, which underpinned all campaign content and messaging.
The branded by berkeley developed a series of core content assets to cement the MIL message and provide UNESCO with the tools needed to disseminate much-needed support to individuals and stakeholders worldwide. Alongside this, our parent agency Berkeley Communications conducted a global media outreach programme and created engaging and insightful social media posts to educate key audiences.
LEAD DESIGNER’S THOUGHTS
We are proud to have supported UNESCO in their mission to improve media literacy with a wide range of compelling assets across a variety of platforms.Get in touch
Our thinking
Our aim was to unify all of the campaign messages. Assets and activities included:
– Creation and design of a 12-page document to create urgency and awareness around MIL and the new curriculum
– Creation and design of an eight-page executive summary document focusing on the work of the UNESCO MIL team across the globe and how individuals and stakeholders can get involved to make a difference
– Development of 25 infographics (from small social graphics to longer, more informative poster-style pieces) on a range of topics, from combatting gender inequality in the media, to understanding AI and how to spot fake news
– Development of 15 videos in multiple languages, to support the MIL message and entice viewers to learn more
Production of five podcasts on a range of MIL-related topics, with speakers and experts from across the globe contributing diverse opinions and insights.
What we delivered
As well as branded by berkeley providing UNESCO with a set of engaging, insightful and shareable assets to help it make MIL become a reality across the globe, the Berkeley Communications team secured 280 media mentions of UNESCO in relation to the MIL Curriculum and MIL Week across a six-month period.
Exposure across social media was huge: over 55,000 people were reached through Facebook posts; there were 364 mentions of UNESCO and MIL on Twitter; and over 4,300 engagements on UNESCO’s MILCLICKS Facebook page. Proactive media activity also resulted in attracting more than 600 attendees to the virtual MIL Curriculum launch.
C Suite Executive
UNESCO
Helping others understand what they read in the media, whether it is in print or online, has become a challenge in a world where information is so easily accessible. Working with branded by berkeley has helped us develop the crucial materials that make our comprehensive support a reality.
