Nationale Academie voor Media en Maatschappij

Name

Nationale Academie voor Media en Maatschappij

Legal name

Stichting Reklame Rakkers

Website

https://mediaenmaatschappij.nl

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Professional Education and Training

NAICS

Educational Support Services (611710), Professional and Management Development Training (61143), Exam Preparation and Tutoring (611691)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDAAAAAI

Information & Media Literacy (Evaluate Sources, Misinformation)

Education/Adult & Continuing Education/Adult Basic Education (ABE) & Literacy

SECONDARYEDAGALAI

Professional Development & Teacher Training Media

Education/Educational Publishing & Learning Content/Educational Media & Multimedia (Video, Audio, Interactive)

SECONDARYEDAGAJAN

OER Quality Review, Alignment & Certification (rubrics/standards)

Education/Educational Publishing & Learning Content/Open Educational Resources (OER) & Open Textbooks

SECONDARYEDAGALAD

Assessment & Test Prep Media (Video Lessons, Drills, Simulations)

Education/Educational Publishing & Learning Content/Educational Media & Multimedia (Video, Audio, Interactive)

Keywords

• Media literacy training
• Professional certification programs
• Digital literacy education
• E-learning courses
• Anti-bullying coordination

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Opleidingscursussen: One-time training fees voor opleidingen zoals Nationale Opleiding MediaCoach, AI Specialist, en Anti Pest Coördinator. Cursisten betalen eenmalig voor toegang tot lesmateriaal en begeleiding.
2. Terugkomprogramma certificaatverlenging: Jaarlijkse verlenging van certificaten via Terugkomprogramma. Automatische facturering in januari voor gecertificeerden die niet expliciet afmelden.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

The Nationale Academie voor Media en Maatschappij delivers e-learning-based professional certification training in media literacy, digital literacy, AI integration, anti-bullying coordination, and family media upbringing for educators, librarians, youth-care professionals, and healthcare workers. Its flagship Nationale Opleiding MediaCoach runs as a six-month self-study e-learning program with weekly ZOOM-led study sessions, supplemented by the AI Specialist Onderwijs en Jeugdeducatie, Anti Pest Coördinator, and Specialist Mediaopvoeding certifications, plus annual Terugkomprogramma refresher subscriptions.

Product overview

Nationale Academie voor Media en Maatschappij is an education and training organization offering a portfolio of professional development programs focused on media literacy, digital skills, and online safety. The core offerings include the Nationale Opleiding MediaCoach (MediaCoach Training) as the flagship program, supplemented by specialized certifications in AI literacy (AI Specialist Onderwijs en Jeugdeducatie), anti-bullying coordination (Anti Pest Coördinator), and media upbringing guidance (Specialist Mediaopvoeding). The organization also provides free educational materials including the Nationaal Media Paspoort, Reclame Masters, Databaas 2.0, and other classroom resources. Return programs (Terugkomprogramma's) allow certified professionals to maintain their credentials annually through e-learning modules. The European MediaCoach project extends these programs internationally across multiple EU countries.

Differentiator

Problem solved

Functional benefit

Brands

• Nationale Opleiding MediaCoach: Dé toonaangevende MediaCoach opleiding voor het onderwijs, de bibliotheek, jeugdzorg e.a., te volgen via e-learning sinds 2005.
• AI Specialist Onderwijs en Jeugdeducatie
• Anti Pest Coördinator
• Specialist Media Opvoeding
• Nationaal Media Paspoort
• Media Literacy Network

Products and services

• Nationale Opleiding MediaCoach Flagship e-learning MediaCoach certification program for educators, librarians, youth-care professionals, and healthcare workers, covering media literacy and digital literacy. Maximum study duration of six months, with weekly online study sessions via ZOOM.
• AI Specialist Onderwijs en Jeugdeducatie Specialized certification providing professionals with the theoretical knowledge and practical skills to integrate and use AI effectively within education and youth education settings, including libraries. Course concludes with an AI beleidsplan for the school or organization.
• Anti Pest Coördinator Professional certification program training individuals to become Anti-Bullying Coordinators equipped with knowledge and skills to address bullying comprehensively in educational settings; advised by the Ministerie van OCW.
• Specialist Mediaopvoeding Training program for professionals to help families guide children towards healthy digital media use, providing practical and concrete guidance for parents.
• European MediaCoach EU-funded international program (2018–2021) replicating the Dutch National MediaCoach model across Cyprus, Greece, Portugal, Romania, and Bulgaria to improve media literacy among young people through trained professionals.
• Nationaal Media Paspoort Free educational resource for primary education (PO), secondary education (VO), (V)MBO and VSO, providing a continuous learning pathway for mediawijsheid and digitale geletterdheid.
• Reclame Masters Educational material focused on advertising literacy for students.
• Databaas 2.0 Educational material for digital literacy education.
• Gratis geld bestaat niet Educational material addressing themes of free goods and consumer awareness.
• Ikbenoffline Ganzenbord Board game educational material for offline digital literacy activities.
• Media Makkers Educational material for peer-to-peer media literacy learning.

Quantifiable outcome

• 3250+ professionals opgeleid sinds 2007
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• European MediaCoach ConsortiumcoreStrategic or Co-development Partner · 1 January 2018EU-project 2018-2021 voor replicatie van het Nederlandse MediaCoach model in Cyprus, Griekenland, Portugal, Roemenië en Bulgarije. Doel: verbeteren van media literacy niveaus onder jongeren door opleiden van professionals.
• Media Literacy Network (internationale partners)coreStrategic or Co-development PartnerNon-profit netwerk van media literacy organisaties wereldwijd. Doel: internationale samenwerking stimuleren tussen organisaties die kinderen willen begeleiden in de gemedialiseerde wereld. 15+ landen waaronder Bangladesh, België, Bulgarije, Tsjechië, Denemarken, Estland, Ethiopië, Duitsland, India, Italië, Nederland, Polen, Slowakije, Turkije, VK.
• Stichting Reklame RakkerscoreOthersMoederstichting van de Nationale Academie voor Media & Maatschappij. Geregistreerd bij KvK Amsterdam onder nummer 34208449. Drager van NRTO-keurmerk.
• Radboud Universiteit NijmegenminorStrategic or Co-development PartnerWetenschappelijk onderzoek naar media-empowerment vormt de basis voor de methodologie van de opleiding.

Scale indicators2 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• KiVa: Finland-origin evidence-based anti-bullying school program now exported internationally. Directly comparable to the Anti Pest Coördinator training in mission and school-deployment model, but at significantly larger scale.
• Better Internet for Kids (Insafe): EU-coordinated initiative under the European Commission connecting national awareness centers that promote safe and responsible use of digital technologies. A broader, publicly-funded incumbent in the same media literacy space across Europe.
• Be Internet Awesome (Google): Google's free digital citizenship and online safety curriculum for schools. Overlaps with the Nationaal Media Paspoort and Reclame Masters classroom resources, but distributed free of charge by a Big Tech incumbent.

Direct peers

• MediaSmarts: Canadian non-profit center for digital and media literacy, producing classroom resources and teacher training for K–12. Comparable scope of free educational materials plus professional development in the same subject domain.
• Common Sense Education: US-based non-profit that provides media literacy and digital citizenship curricula, professional development, and educational resources to schools — directly comparable mission to the Nationale Academie's MediaCoach and Nationaal Media Paspoort offerings.
• National Online Safety: UK-based provider of certified online safety training for schools and educators, with a similar train-the-trainer model focused on digital safety, social media, and emerging online harms. Closest international commercial analogue to the MediaCoach product.
• Stichting Netwerk Mediawijsheid: Dutch national collaboration network coordinating media literacy initiatives across education, libraries, and youth care. Operates in the same Dutch market and addresses the same mediawijsheid mission via a public-sector distribution model rather than paid certification.

Regional players

• Mediawijzer.net: Flemish knowledge center for media literacy offering training, advice, and educational materials to schools and organizations. Comparable curriculum and teacher-training mission, but serving the Flemish/Belgian market rather than the Netherlands.
• Mijn Kind Online: Dutch platform providing parents and educators with guidance on children's digital media use. Comparable target audience and content focus to the Specialist Mediaopvoeding program, but positioned as a free informational resource rather than a paid certification.
• Stichting Click: Dutch foundation focused on digital safety for children and online youth participation. Operates in the same Dutch education and parenting space as the Nationale Academie's Specialist Mediaopvoeding and mediawijsheid offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC_lCafR_iZEnE
• LinkedInlinkedin.com/company/nationale-academie-voor-media-en-maatschappij

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Nationale Academie voor Media en Maatschappij