Client: MediaSmarts
Research Question: How can Media Literacy Week achieve MediaSmarts’ mission and goals, and become a leader in media literacy education in Canada?
For my Master’s student placement, I was a design researcher and strategist at MediaSmarts. Over two months, I conducted extensive secondary research to help MediaSmarts reposition Media Literacy Week. Issues in media literacy, like dis- and misinformation, have increased in importance and urgency. MediaSmarts has an opportunity to step in as a leader in the field, but has not defined a direction for the seminal program.
I conducted a broad and diverse set of research to understand different perspectives and changes in the media and cause landscapes.
- Competitive research of similar media literacy weeks and awareness campaigns
- STEEPV to understand current and future trends
- Value Proposition Canvases to understand key stakeholder need
- SWOT analysis to evaluate internal and external worlds
I developed three recommendations, which spoke to their competitive strengths, re-focused target audience, and how to differentiate themselves through building their social capital:
- Collaboration Between Diverse Stakeholders
- Youth Involvement
- Communication and Inciting Engagement
Download Full Report (PDF)
Value Proposition Canvas for Youth Audience
The value proposition framework describes the customer’s jobs, pains, and gains. This is then contrasted with MediaSmarts’ product/services, pain relievers, and gain creators. The more direct matches between the two parties there are, the better fit there is.
Underlined items are ones that are observed between MediaSmarts and youth stakeholders.
SWOT Analysis for MediaSmarts
