Using Media Responsibly
Media literacy is a key skill of our time. It has a major impact on the education and development opportunities for children and young adults and is crucial as they develop socially. As a media company, Bertelsmann is aware of its responsibility and we act according to the principle: "help to self-help". Only those who experience early on what media has to offer will become media competent – as active readers who are digitally skilled, creative and critical media users.
Every year, Bertelsmann and its divisions participate in "World Book Day" and the nationwide "Reading Day" in Germany. Together with the Reading Foundation and the Goethe Institute, we launched the "Reading is Fun" ("Lesespaß") initiative in Gütersloh to promote reading among children and arouse general enthusiasm for reading. As part of its corporate volunteer program, Penguin Random House UK employees read to London primary school children. In 2007, Gruner + Jahr was the main sponsor in initiating "Bookstart," a long-term project to promote early childhood reading in Hamburg. Additionally, the publishing house supports the Reading Foundation’s nationwide project, "Lesestart - Three Milestones for Reading," and together with the Community Foundation of Hamburg sponsors several projects that promote a culture of reading among children and young adults in the city’s underprivileged neighborhoods.
As the provider of Germany’s most successful children’s websites, www.toggo.de and www.toggolino.de, Super RTL works closely with "klicksafe.de," an initiative to protect media users. Super RTL is also co-founder of "Media Smart," whose aim is to promote competence in dealing with media and advertising already in primary school age children in order to develop mature consumers.
7,5 Millionen or 14,5%
of adults are functionally illiterate.
(Leo-Study, in: Education in Germany 2012)