Document Type

Conference Paper


Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence


5.8 MEDIA AND COMMUNICATIONS, Information science (social aspects), Media and socio-cultural communication

Publication Details

Chartered Institute of Library and Information Professionals (CILIP) Conference, Manchester, 3rd- 4th July 2019.


This paper presents Ireland’s public awareness campaign – ‘Be Media Smart’- which was launched in March 2019 to encourage people of all ages to stop, think, and check that information they see, read or hear across any media platform is reliable. Be Media Smart is an initiative of Media Literacy Ireland (MLI), an independent group facilitated by the Broadcasting Authority of Ireland (BAI) to enhance Irish people’s understanding of, and engagement with, media. Group members include large media and social media companies, Government bodies, libraries, academia and voluntary sector organisations.

The paper will provide an overview of this national campaign, outline how the Library Association of Ireland (LAI) became a member of Media Literacy Ireland and provided support to this unique initiative through the various library sectors in Ireland.

Some of the key observations and findings of the Be Media Smart campaign will be presented including the value of the cross-sector collaborative approach. Challenges, lessons learned and future development plans will also be outlined.