It consisted of a multi-stakeholder approach and a good-practices rationale, meaning that it documented and evaluated all aspects of the initiative from inception to completion. The project was based on research evidence and theoretical conceptualizations of media literacy as a fundamental requirement of citizenship and empowerment. The project emphasized the key role of improving media literacy, especially among young people. A key rationale of this project was to enable participants to become agents of social change through their use and creation of media and broader social engagement, incorporating the inclusion of minorities, marginalized groups and online interest communities as part of the general public.
