Dr. Leo Pekkala:

We try our best. You need a multifaceted approach. One way we have tried to address this issue is by working together with both governmental and non-governmental organisations, given we believe you need multiple channels. In many ways, we try to think in a way whereby we co-ordinate the overall objective but we do not tell organisations how they should reach their goals. We believe it is better to have different ways of speaking about media literacy and what it means. It requires a lot of education and discussion, and it never ends. We believe you can never really be ready and say you are now media literate and no longer need to think about it. It is a long process, connected closely in our system to the comprehensive education system, where media literacy is part of the curriculum as a transversal skill. It is connected to that, but it is also outside school and we work mostly outside school. We meet different age groups.