ASCI launches AdWise, a school programme aimed at building advertising literacy among 1 mn kids !
ASCI launches AdWise, a school programme aimed at building advertising literacy among 1 mn kids
• Aims to reach target by 2026-end through structured classroom sessions
• Addresses crucial gap, will reduce children’s vulnerability to potentially harmful advertisements
• Results show marked improvement on several parameters
Chennai: The Advertising Standards Council of India (ASCI) has rolled out AdWise, a national consumer education programme for school children launched in September, that is set to improve advertising literacy amongst children from Grades 3 to 8 across several cities in India over 15 to 18 months. Under the aegis of ASCI Academy, the programme aims to cover 1 million students in 2,000 schools across India via classroom sessions by the end of 2026.
It has already covered more than 1,14,000 students across seven states and 240 schools. It is designed to equip school children with the critical thinking skills needed to identify, question and evaluate advertising messages in an increasingly digital world.
ASCI Academy tracks improvement in advertising literacy by measuring the increase in the percentage of students recognising and comprehending ads, differentiating ads from content, and engagement metrics and feedback quality of students, teachers and parents. The students were assessed before and after the sessions to understand the programme’s impact. The program shows significant impact with a 59%-86% increase in students correctly answering questions around advertising literacy in the case of Grades 3-5 and a 57%-95% for grades 6-8.
