KA220-YOU – GEN Z MEDIA LAB

European Partnership for Digital Creativity and Media Literacy

 1. Context and justification
Young people across Europe face low media literacy levels, increasing exposure to disinformation, online manipulation, polarisation, and the passive consumption of digital content. At the same time, Generation Z demonstrates strong creative potential (podcasting, short-form video, visual storytelling), yet most youth organisations and youth workers still lack modern digital tools and structured methodologies to support them.

These challenges are shared across Romania, Spain, Germany and Italy, and they demand a coordinated transnational response. There is a clear need for an innovative European model that empowers young people not only as consumers, but as creators, fact-checkers, and active contributors to democratic dialogue.

GEN Z MEDIA LAB responds to these needs by developing a European Media Literacy Curriculum, a multi-country Digital Creativity Toolkit, and a network of Media Labs operated by youth in all four partner countries. The project is designed by CERTA (Romania) as the lead author and strategic driver of the initiative, and will be submitted by a coordinating organisation from Germany or Spain to maximise the chances of funding success.

 
2. Objectives
General Objective
To strengthen media literacy, digital competence and creative expression among European youth through an innovative, scalable and replicable transnational model.

Specific Objectives
Develop a European Media Literacy Curriculum by month 12.
Create a Digital Creativity Toolkit (podcast, video, storytelling, fact-checking) by month 18.
Establish and pilot 4 fully functional Media Labs - one in each partner country - engaging at least 80 young people.
Train at least 20 youth workers using the Gen Z Youth Work 2.0 methodology.
Produce and disseminate at least 40 youth-generated media outputs (podcasts, mini-documentaries, social impact videos).
Strengthen a long-term European cooperation network in youth media education.
 
3. Project Results
PR1 - Gen Z Media Literacy Curriculum
Training manual, learning scenarios and non-formal education activities addressing media literacy, digital citizenship and responsible content creation.

PR2 - Digital Creativity Toolkit
Practical tutorials and guidelines for podcasting, filming, editing, mobile storytelling, responsible online communication and fact-checking workflows.

PR3 - GEN Z MEDIA LAB Online Platform
An interactive, open-access platform hosting resources, tutorials, examples of youth-created content, and tools for replicating Media Labs across Europe.

PR4 - Replicable Media Lab Model
A complete operational guide and methodology for establishing Media Labs in youth centres, schools, NGOs and community facilities.

 
4. Main Activities
A1 - Management & Coordination (Coordinator: DE or ES; Lead Author: Romania)
Kick-off meeting, administrative coordination, quality assurance, reporting, partnership governance.

A2 - Research & Needs Analysis (Germany)
Focus groups with young people in all four countries, comparative analysis, and needs assessment shaping the curriculum and toolkit.

A3 - Curriculum & Toolkit Development (Germany + Spain)
Curriculum drafting, expert validation, production of multimedia tutorials and learning resources.

A4 - Media Labs Implementation (All Partners)
Setting up and running four Media Labs; workshops on podcasting, video production, storytelling; youth-led media projects in each country.

A5 - Transnational Mobilities (Italy / Spain)
Media residencies, joint creative teams, blended learning activities for young people and youth workers.

A6 – Dissemination & Final Events (Romania)
Multiplier events, the European campaign “Gen Z Media Voices”, publication of results, and a final European conference in Romania.

 
5. Partnership (4 countries)
Romania - CERTA (Lead Author & Strategic Partner)
Expertise: media education, digital youth work, curriculum design, non-formal learning, dissemination leadership.

Spain - Applicant/Coordinator Candidate
Expertise: digital storytelling, podcasting, audio production, creative methodologies.

Germany - Applicant/Coordinator Candidate / WP Lead
Expertise: media literacy, youth worker training, educational methodology, research and evaluation.

Italy - Content Creation & Mobilities
Expertise: video production, social-impact filmmaking, digital creativity, youth participation.

 6. Work Packages
WP1 - Management & Coordination (DE/ES coordinator + RO strategic lead)
WP2 - Research & Curriculum Development (Germany)
WP3 - Toolkit & Platform Development (Spain + Italy)
WP4 - Media Labs & Transnational Mobilities (All partners)
WP5 - Evaluation, Impact & Dissemination (Romania)
 
7. Budget
Target lump sum: 400,000 EUR, in line with the project’s European scope, the number of participating countries, and the scale of expected results.

 8. Impact
On young people:
- strengthened media literacy and digital skills 
- enhanced creativity and critical thinking
- increased civic engagement and resilience against digital manipulation
- opportunities for international collaboration and visibility
On organisations:
improved digital youth work capacity
shared methodologies and resources
long-term European cooperation network
adoption of scalable Media Lab models
On communities and stakeholders:
youth-generated media content addressing community issues
open educational resources available for schools, educators and NGOs
stronger public awareness of digital citizenship and responsible media use
 
9. Sustainability
The GEN Z MEDIA LAB Platform will be maintained for at least 5 years after the project.
The curriculum and toolkit will remain freely accessible as open educational resources (OER).
The Media Lab model can be replicated in youth centres, schools, NGOs and local institutions across Europe.
The partnership aims to continue cooperation through future Erasmus+ and digital innovation initiatives.