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AdWise

ASCI Academy’s school program envisions to equip 3-8 graders with tools to identify, question, and evaluate advertising messages and reduce their vulnerability to misleading and harmful ads

Need for an ad literacy school program –

While children today are digital natives, they are not always critical consumers. “Gen Alpha” learns, plays, and socializes in online spaces where content heavily shapes their worldview.

  • Blurring Lines: Advertising is becoming invisible, often embedded within entertainment and content formats
  • New Formats of advertising: From influencers, unboxing videos, embedded ads to advergames, kids are exposed to advertising in ways that are very different from the past
  • What does research say: It is tougher than ever before for kids to identify and understand advertising, and separate it from entertainment or content

To address these challenges, The Advertising Standards Council of India, via ASCI Academy has been working on a mission to build advertising literacy amongst school kids through structured classroom sessions for Grades 3-5 and Grades 6-8

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Program Aim & Objectives

The AdWise program aims to reach 1 million kids in classrooms across the country to build their capacity to understand the intent of advertising and identify it, making them informed and aware citizens.

  • Help children spot ads across formats
  • Teach them to think critically about persuasive intent
  • Reduce vulnerability to misleading advertising
  • Build early awareness of data and privacy

How The Program Works

  • Interactive Learning: 1 hour Facilitator-led presentations with games customised for Grades 3-5 and Grades 6-8
  • Multi-lingual content: Training material is available in 8 languages
    1. English
    2. Hindi
    3. Marathi
    4. Kannada
    5. Gujarati
    6. Telugu
    7. Tamil
    8. Assamese
  • Assessment: Pre and post training evaluation to gauge the learning gains
  • School Recognition: Participating schools receive certificates
  • Supporting material: Posters for school notice boards featuring ad literacy concepts taught in a game format
  • Parent-Teacher Resource: Digital resource material to help parents & teachers guide children through everyday moments.
    The e-Resource Material covers:

    • The S.M.A.R.T. approach explained in the classroom session.
      SMART
    • Understanding the changing landscape of digital advertising.
    • FAQs and tips for guiding children’s digital safety.
    • Click here to download

Impact

  • Students trained = 5,02,175
  • Schools covered = 983
  • States covered = Uttar Pradesh, Madhya Pradesh, Maharashtra, Bihar, Rajasthan, Chhattisgarh, Delhi NCR, Karnataka, West Bengal and Punjab

The program effectiveness through the pre-post assessment evaluation show improvements ranging from 57%-90%. These are significant and show that with the right program, we can reduce the vulnerability of kids to harmful or misleading advertising.

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Testimonials

“Very interactive session conducted! Ads have both positive and negative impacts on our children, so great initiative. Children have learnt to use intelligence while seeing ads”

National English School, Kolkata

Write to [email protected] to bring AdWise to your school and empower your students