TV channel Nelonen participates UNICEF's international MAGIC (Media Activities and Good Ideas by, with and for Children) education project. The project aims to help children to understand what is true and what is fiction in television.

The first part of the cooperation is a competition for advertising planners where Nelonen and UNICEF challenge them to write a script for a spot. The title is "Help children to understand what is true and what is fiction in television". The competition starts on 1 April 2004. The best scripts will be produced into spots that will be seen in Nelonen in autumn.

- We are proud and happy that UNICEF accepted Nelonen as its partner, says Pirjo Airaksinen, Nelonen's Senior Vice President, Programming. - Media has to recognise its influence in children. As the third largest media in Finland, Nelonen wants to participate in the media education of youth and children. Under MAGIC-concept we will carry out numerous projects for and with youth and children that will develop their media literacy skills, Airaksinen continues.

- We are happy to start this project with Nelonen. It is an excellent example of how the MAGIC concept can be applied at the national level. We really appreciate this opportunity to highlight young people's right to participation via a media outlet with such a solid young profile, says Young People's Media Network Coordinator Chris Schuepp of MAGIC.