A new Irish public awareness campaign will go live on 18th March to coincide with European Media Literacy Week (18-22 March), to help people identify sources of information that may be unreliable, as well as deliberately false or misleading information.

The campaign will call on people of all ages to Be Media Smart and Stop, Think, and Check that information they see, read or hear across any media platform is reliable.

The ‘Be Media Smart’ campaign is an initiative of Media Literacy Ireland (MLI), a network of volunteer members, facilitated by the Broadcasting Authority of Ireland, working together to empower people to make informed media choices about the media content and services that they consume, create, and disseminate across all platforms.

The campaign is based on the idea that, in the same way that there are ways to check the provenance of our food, there are ways to check the provenance of our information. The campaign concept as well as the creative was developed by the Irish public service broadcaster RTÉ’s corporate marketing division, with a range of other MLI members contributing either in kind or by funding specific elements of the campaign.