A presentation by Project Manager Gudberg Jonsson in My Media Playground seminar 15th Feb 2013 in Tampere Finland

1. My Media Playground, Tampere, Finland
Gudberg K. Jonsson

2. Evidence Based Practices
Intervention mapping strategy

3. 1. •Conduct needs assessment
2. •State outcomes & objectives
3. •Choose a method
4. •Consult & produce materials
5. •Implementation
6. •Evaluation

4. 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

5. 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
•

6. 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

7. 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?

8. NET-ETHICS & THINK BEFOREYOU 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

9. 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

10. 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

11. Evaluation
• Web statistics Impact assessment is important ..
• Media coverage …. stakeholders will want to know
• Visibility studies if the programs they are funding
• Targeted questions in national are actually having the intended
surveys effect
• Short questionnaires for attendants .... important to know if our
of workshop, school visits, parent's awareness raising is working, i.e.
evenings
changing behavior
• Number of school requests
... can suggest how the program
• Collect qualitative data at meetings
could be improved, whether the
• Use online questionairs to targeted program is worthwhile, whether
groups
there are better alternatives
• etc
... etc.

12. My Media Playground, Tampere, Finland
Gudberg K. Jonsson / Coordinator Safer Internet Centre IS / gudberg@saft.is