• Priority Area Media and Information Literacy for Citizens Empowerment
• Year 2024, 2025
• Country France, United Kingdom
• Project Status Ongoing

The project “On Their Terms” tackles disinformation by strengthening media literacy among disengaged and low-trust groups in France and the UK. These groups are particularly vulnerable to disinformation due to their sense of disconnection from mainstream society and their limited trust in state institutions and traditional media sources.

The project will test three new media literacy interventions in France and the UK to build resilience against disinformation among these groups: a) integrating media literacy content into video games, b) supporting social media influencers play a greater role in media literacy efforts and c) adapting a proven face-to-face media literacy training model to the unique needs of disengaged and low-trust young adults. Each model will be based on in-depth research on the values, worldviews, and information environments of disengaged and low-trust groups.

To promote scalability and replicability of our approach, we will develop toolkits and disseminate them among media literacy practitioners across Europe. In doing so, our project aims to achieve a ripple effect, extending our impact beyond direct project participants and contributing to a more inclusive European media literacy landscape.

The project brings together experts in audience insights, social psychology, disinformation, creative storytelling, journalism and content creation to make media literacy work for those who need it most. More in Common and Destin Commun provide in-depth insights into the values, worldviews, and vulnerabilities of disengaged and low-trust groups in the UK and France. The University of the Arts London’s AKO Storytelling Institute contributes academic expertise in using creative storytelling to promote media literacy. Fake Off brings professional journalistic standards and on-the-ground experience of training thousands of people on media literacy in France. UMICC, the federation representing the influencer sector in France, brings a network of social media influencers and their agents as well as expertise on the wider influencing and content creation sector.