The Donegal Digital partner, Atlantic Technological University - Donegal Letterkenny Campus, is participating in the 'Minding Media' transnational project, co-funded by Erasmus+ programme of the European Union. This initiative has been carefully designed to enhance the digital readiness, resilience and capacity of schools and teachers in the area of digital media literacy. Project partners aims to meet the needs of primary school educators and their pupils to increase the advertising literacy of children and wider society.

The COVID19 pandemic has resulted in increased usage of digital media for all age cohorts in society, further underlining the need for children to acquire multiple media literacies. "Children today are far more familiar with the digital world, and are exposed early on to all the opportunities and risks it possesses. Minding Media aims to improve the capacity of primary school teachers to engender in pupils the critical media and advertising literacy skills to safely navigate the digital world", explain project partners Vicky O'Rourke and Juanita Blue.

This project responds to the demand for participatory media literacy curricula and provides digitised resources dedicated to one element of media literacy responding to the need for a less fragmented approach to primary school Media Literacy Education (MLE).