My Media Playground, Tampere, Finland

Gudberg K. Jonsson

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1. •Conduct needs assessment

2. •State outcomes & objectives

3. •Choose a method

4. •Consult & produce materials

5. •Implementation

6. •Evaluation

FILE SHARING AND DOWNLOADING

Example of what not to do!

• Blindly accept a brochure on file sharing and downloading from the Association of film and music rights-holder s- even if it looks extremely good and they will pay for printing and distribution (2005)

•Not to consult the target group - Youth Panel

•Conduct needs assessment

•State outcomes & objectives

•Choose a method

•Consult & produce materials

•Implementation

•Evaluation

• Results

Needs Assessment

•National surveys

•Biannual student and parental survey – baseline

•At parental/teachers meeting we collect qualitative data on emerging issues

•The Youth Panel collects qualitative data on emerging issues during their P2P talks

• National parental organization

•Teachers union

•

Bullying

• Needs assessment: National surveys + Helpline reports + teachers and parental survey

• Outcomes & objectives: Decrease bullying + increase knowledge

• Choose a method: Multi-level

• Consult & produce materials: Media campaign + play + P2P tour + guidelines + reading books

• Implementation

• Evaluation: National survey + Helpline reports

EDUCATION MODULES

• Needs assessment: Teacher and parental survey - What kind of material is needed? (2009)

• Outcomes & objectives

• Choose a method

• Consult & produce materials: 3 short storybooks on positive use of new media (Clueless Online, The Game and The Birthday Party)

• Implementation: Sent to all pre-school and elementary schools in Iceland (5-8 years old)

• Evaluation: Have you used and what do you think?

NET-ETHICS & THINK BEFORE YOU POST!

• Needs assessment: Surveys and helpline reports indicated low level of net-ethics and teenagers are posting sensitive pictures (2007)

• Outcomes & objectives: Increase level of net-ethics and decrease posting of sensitive pictures

• Choose a method: Media campaign + educational modules + P2P + play + video clip + posters

• Consult & produce materials

• Implementation

• Evaluation: Significant differences between teenagers and adults between surveys concerning net-ethics

ONLINE PORNOGRAPHY

• Needs assessment: National + Nordic surveys + reports from helpline indicate increase in “use” and change in behavior (2013)

• Outcomes & objectives: Raise awareness on how the pop-media and porn-industry displays sex and gender differences

• Method: Campaign + video + educational material + guidelines

• Consult & produce materials: Young people for young people

• Implementation: Ministry of Education -> launched in all schools for all 9th graders

• Evaluation: Impact assessment will be conducted in a schools survey, target group compared to others

Evaluation

• Visibility studies are carried out on big campaigns and on the project

• Impact assessment are carried out on big campaigns and resources

- Bullying down by ¼ between 2009-2012 according to a national school survey

- Hotline reports up by 400% following a national campaign on the new Report Button

Evaluation

• Web statistics

• Media coverage

• Visibility studies

• Targeted questions in national surveys

• Short questionnaires for attendants of workshop, school visits, parent's evenings

• Number of school requests

• Collect qualitative data at meetings

• Use online questionairs to targeted groups

• etc

Impact assessment is important ..

…. stakeholders will want to know if the programs they are funding are actually having the intended effect

.... important to know if our awareness raising is working, i.e. changing behavior

... can suggest how the program could be improved, whether the program is worthwhile, whether there are better alternatives

... etc.

My Media Playground, Tampere, Finland

Gudberg K. Jonsson / Coordinator Safer Internet Centre IS / gudberg@saft.is