Our Mission:   To increase awareness of media’s impacts on behavior and to build the ability to analyze and create media by integrating media literacy education into existing programs and classrooms.

What is media literacy? The ability to access, analyze, evaluate, and produce communication in a variety of forms (National Leadership Conference on Media Literacy). Media literacy works alongside the mass media and helps us “fight back” against the harmful messages we receive on a daily basis.

Magazine Counter-ads by Spencer Reh, 8th grade

Why is media literacy important? By the time the average American graduates from high school h/she will have spent more time watching television than in classroom instruction. If you think children are learning something during the time they are at school, you better believe they are learning attitudes and behaviors while viewing hours and hours of media, not all of which are going to be positive.

Social Marketing Campaign

The Media Literacy Community Action Team has developed a social marketing campaign.  You will see these messages in Missoula on bumper stickers, magnets, table tents, billboards, and when you go to the movies!