Workforce Media Literacy

Overview

Ofcom has a statutory duty to promote media literacy. Through engagement undertaken as part of the Media Literacy Strategy and the Making Media Literacy Everybody's Business programme, Ofcom has identified employers as an important route for reaching working-age adults. Employer investment in digital capability, AI skills and workforce development creates an opportunity to embed media literacy alongside existing skills activity and employer development programmes. This procurement aims to develop an evidence-based model for integrating media literacy within employer-facing digital capability activity and workforce development programmes, while testing employer appetite, implementation approaches and opportunities for wider adoption. The successful organisation will be expected to produce a final report, implementation framework, practical employer guidance and recommendations for future activity. The work will bring together: • Ofcom's Media Literacy Outcomes Framework • Essential Digital Skills Framework • Relevant AI capability frameworks • Employer workforce development activity • Employer engagement and workforce research • Practical implementation approaches for employers