Association for Communication and Media Culture (DKMK)

What Association for Communication and Media Culture (DKMK) does

Društvo za komunikacijsku i medijsku kulturu (DKMK), operating under the public-facing brand 'Djeca medija', is a Croatian non-profit civil society organization founded in 2008 and headquartered in Zagreb. Its mission is to advance media literacy education for children, youth, parents, educators, and seniors, delivering programs through interactive lectures and workshops in schools, libraries, retirement homes, and community organizations across Croatia, complemented by webinars, printed materials, and a YouTube archive of 100+ online education sessions. The organization's flagship offerings include the UHO cyberbullying support platform, the ALGOWATCH AI/algorithmic literacy program, the SELF-ID digital identity research project, the Game Over theater production on sexting, the Medijski jak longitudinal primary school program, and the annual Medijski Sokrat award for educators. DKMK serves as Croatia's national coordinator for the EU Kids Online research network and has produced the country's first three-year longitudinal study of media literacy outcomes, reporting that 95% of program participants understand advertising intent versus 57.6% of non-participants.

All services and educational content are delivered free of charge to end users. DKMK's revenue is entirely project-based, drawn from competitive grants provided by Croatian government ministries (Ministry of Science, Education and Youth; Ministry of Demography and Immigration; Ministry of Labor), the Agency for Electronic Media, the European Social Fund Plus (ESF+), Erasmus+ programs, and local governments (Zagreb, Velika Gorica, Rovinj), supplemented by charitable donations. The organization operates with a small team of 8 employees and a network of academic advisors from the University of Zagreb, and its digital infrastructure is built on standard tools (WordPress with Elementor, Google Analytics, Google reCAPTCHA) rather than proprietary technology. Geographic reach is primarily domestic (Croatia), with international engagement limited to EU-funded multi-country projects such as ALGOWATCH (France, Ireland, Portugal) and SELF-ID (Croatia, Slovenia, Italy).

Name

Association for Communication and Media Culture (DKMK)

Legal name

Društvo za komunikacijsku i medijsku kulturu

Website

https://djecamedija.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

DKMK (Djeca medija) is a Croatian non-profit founded in 2008 that delivers media literacy education to children, youth, parents, educators, and seniors through workshops, webinars, theater, and open-access digital resources, funded entirely by government and EU grants.

Ownership category

akta.pro rank

Product category

Media Literacy Education

NAICS

Educational Support Services (611710), Social Advocacy Organizations (8133)

SIC

Services-Social Services (8300)

akta.pro industry

PRIMARYEDAGALAH

Special Education & Accessibility-Optimized Media (UDL, AAC, Captioning)

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

SECONDARYMPACABAL

UGC Moderation, Trust & Safety Platforms

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/User-Generated Video & Creator Platforms

SECONDARYEDAJADAG

Virtual Special Education & Related Services (IEP Delivery Online)

Education/K–12 / Primary & Secondary Education/K–12 Online & Virtual Schools

Keywords

• Media literacy education
• Cyberbullying prevention programs
• Digital safety training
• Algorithm AI literacy
• Civic education NGO

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Project-Based Government and Institutional Grants: DKMK's primary revenue model consists of competitive project grants from Croatian government ministries (Ministry of Science, Education and Youth; Ministry of Demography and Immigration; Ministry of Labor, Pension System, Family and Social Policy; Central State Office for Demography and Youth), the Agency for Electronic Media (AEM), EU funds (ESF+, European Union), and local government (cities such as Zagreb, Velika Gorica, Rovinj). Grants fund specific multi-year programs such as 'Medijski jak', 'SELF-ID', 'ALGOWATCH', 'ASAP', 'Medijski SPF 55+', and 'Online seniori'. Revenue is entirely project-driven with no commercial product or service sales.
2. Charitable Donations and Sponsorships: DKMK receives donations from institutional donors and partners. All educational materials, brochures, books, and webinars are provided free of charge to end users, reflecting a non-commercial public interest mission. Donations are accepted via bank transfer (Zagrebačka banka, IBAN: HR7923600001102264074).

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

DKMK is a Croatian non-profit association that provides free media literacy and digital safety education to children, youth, parents, educators, and seniors through in-school workshops, webinars, touring theater performances, downloadable publications, the UHO cyberbullying support platform, and EU-coordinated projects such as ALGOWATCH and SELF-ID. All programs, materials, and digital resources are offered at no charge to end users, with delivery funded through competitive government and EU grants plus institutional donations.

Product overview

DKMK operates as a non-governmental organization offering a portfolio of media literacy programs and educational services. The core product is the 'Djeca mediJa' (Children Media) umbrella project, which encompasses various sub-products including the UHO cyberbullying prevention platform, SELF-ID and ALGOWATCH educational projects on AI and algorithm literacy, and the Game Over theater production. DKMK also offers interactive workshops, webinars, research publications, brochures, manuals, video materials, and radio programs as services. Key initiatives include the annual Medijski Sokrat award, the three-year Medijski jak media education program, family workshop programs, and the Medijski SPF 55+ senior program. All services are provided free of charge to schools, families, and educators across Croatia.

Differentiator

Problem solved

Functional benefit

Brands

• Djeca medija (Children and Media): The main project of DKMK focused on creating a media-literate society through systematic education about media for children, youth, parents, and educators in Croatia. Launched around 2010.

Products and services

• Djeca medija (Children and Media) Project Umbrella project of DKMK providing systematic media literacy education for children, youth, parents, and educators in Croatia since 2010 (organization founded 2008).
• UHO – Utočište hrabrih online (Shelter of the Brave Online) Award-winning online platform dedicated to prevention of cyberbullying (electronic harassment) of children and youth, providing direct support, expert resources, and a safe reporting channel in collaboration with experts and partners.
• SELF-ID Erasmus+ project empowering adolescents aged 10–14 to safely, confidently, and critically navigate digital spaces by researching how algorithms, AI, and social networks shape their identity.
• ALGOWATCH EU-funded project developing algorithm and AI literacy through innovative educational tools (interactive quizzes, video games, traveling exhibitions) for citizens of all ages across Croatia, France, Ireland, and Portugal.
• Game Over (theater production) First Croatian theater production educating youth about the dangers of sexting and digital manipulation through the story of two high school students; tourable to schools as an educational event.
• Medijski Sokrat (Media Socrates) Award Program Annual award program (first edition 2023) recognizing educational professionals who promote media literacy among children and youth, with monetary prizes, mentorship, and free DKMK participation across preschool, primary school, and secondary school categories.
• Interactive Lectures and Workshops Educational sessions conducted in schools, libraries, and community associations covering media influence, advertising, cyberbullying, video games, stereotyping, and other media literacy topics.
• Webinars Online distance learning sessions covering influencer impact, internet safety, cyberbullying prevention, and video game influence, available to schools and organizations across Croatia.
• Brochures and Manuals (Brošure i Priručnici) Freely downloadable educational publications including brochures on influencer impact, internet safety, media literacy, and comprehensive manuals for parents and educators.
• Research (Istraživanja) Scientific research and analyses on media habits and the real impact of media on children and youth in Croatia, including EU Kids Online national reports.
• Medijski jak – kao superjunak (Media Strong – Like a Superhero) First three-year media education program in Croatia for primary school students, providing systematic and continuous media literacy development through regular age-appropriate workshops.
• Obiteljski kompas za digitalno doba (Family Compass for the Digital Age) Family workshop model where parents and children jointly address digital challenges, communication, mutual understanding, and cyberbullying prevention.
• Medijski SPF 55+ Two-year program of free education, interactive workshops, and social activities for seniors aged 55+, improving digital skills, media literacy, mental health, and active social participation.
• Dani medijske pismenosti (Media Literacy Days) Annual national campaign co-organized with the Agency for Electronic Media and UNICEF Croatia, providing workshops, theater performances, and educational events across Croatian schools and communities.
• Radijske emisije (Radio Shows) Audio archive of 35 radio episodes produced between November 2010 and October 2013 on Radio Marija, covering media literacy topics with expert guests and listener participation.

Quantifiable outcome

• Children in DKMK's three-year media literacy program showed significantly higher advertising comprehension (95% vs 57.6%), hidden advertising recognition (85%+ vs <50%), and knowledge of prohibited advertising categories (91.1% vs 16.9%) compared to non-participating peers.
• +3 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature4 records

Partnerships

19 partnerships are on record, tiered minor and core.

• Udruga umirovljenika BistraminorStrategic or Co-development Partner · 25 May 2026Local partner in the 'Medijski SPF 55+' project in the Bistra municipality area. Enables outreach to seniors in the Zagreb County region, complementing the work of institutional partners in Zagreb.
• Udruga umirovljenika LažaniminorStrategic or Co-development Partner · 25 May 2026Partner organization in the 'Medijski SPF 55+' project, extending the program's reach to seniors in the Lažani area as part of the initiative's goal to prevent social isolation among older adults.
• Obiteljske škole partneri (Family Workshop Partner Schools)minorStrategic or Co-development Partner · 1 May 2026Five schools (OŠ Grigora Viteza Zagreb, OŠ fra Kaje Adčića Pleternica, OŠ Ivana Gorana Kovačića Vrbovsko, OŠ Side Košutić Radoboj, OŠ Brda Split) participated in the inaugural 'Obiteljski kompas za digitalno doba' family workshop program, piloting a new joint parent-child media literacy model developed by DKMK.
• Savoir Devenir (France)coreStrategic or Co-development Partner · 1 October 2023Savoir Devenir, based in France, serves as the project coordinator for the ALGOWATCH initiative. The partnership involves cross-border collaboration to develop algorithmic and AI literacy educational tools, traveling exhibitions, and teacher training materials for use in Croatia, France, Ireland, and Portugal. Funded by the European Union, Ured za udruge Vlade RH, and the Ministry of Science, Education and Youth.
• National University of Ireland Maynooth (NUI)coreStrategic or Co-development Partner · 1 October 2023NUI Maynooth in Ireland is a project partner in ALGOWATCH, contributing to the development of educational tools and competency frameworks for algorithmic and AI literacy. The partnership supports research collaboration and cross-border knowledge exchange among European partners.
• ISCTE – University Institute of Lisbon (Portugal)coreStrategic or Co-development Partner · 1 October 2023ISCTE in Lisbon is a project partner in ALGOWATCH, contributing research and educational expertise to the development of AI literacy materials and tools for European schools and libraries.
• Udruga PragmacoreStrategic or Co-development PartnerUdruga Pragma is a key long-term strategic partner collaborating on multiple DKMK projects including 'Osvijesti – reagiraj – e-nasilje ne ignoriraj', 'Game Over' theater production, 'Ambasadori virtualne sigurnosti', and 'Medijski SPF 55+'. Pragma provides expertise in project implementation, event coordination, and outreach to schools and senior communities. The partnership involves co-development of educational content and joint delivery of programs across Croatia.
• Osnovna škola Ivana Kukuljevića Sakcinskog IvanecminorStrategic or Co-development PartnerPartner school in the SELF-ID project, conducting research on digital identity among students aged 10–14. The school participates in focus groups and research activities as part of the project implemented in Croatia, Slovenia, and Italy.
• Dom za starije osobe Sveta Ana ZagrebcoreStrategic or Co-development PartnerPartner institution in the 'Medijski SPF 55+' project, hosting monthly digital literacy workshops and activities for senior residents of the Zagreb area. As one of three key institutional partners, Sveta Ana provides physical facilities and access to its senior community for DKMK's program delivery.
• Dom za starije osobe Ksaver ZagrebcoreStrategic or Co-development PartnerPartner institution in the 'Medijski SPF 55+' project for senior digital literacy education. Ksaver hosts workshops, field activities, and social events for its residents and surrounding community members aged 55+.
• Institut za društvena istraživanja u Zagrebu (Institute for Social Research Zagreb)minorStrategic or Co-development PartnerCo-developer of the 'Škola i zajednica' (School and Community) optional subject program, along with the University of Rijeka, Prva riječka hrvatska gimnazija, and Centar za kulturu dijaloga. The program is currently implemented in 41 Zagreb schools with 66 teachers and 964 students.
• Sveučilište u Rijeci (University of Rijeka)minorStrategic or Co-development PartnerAcademic partner in the development of the 'Škola i zajednica' (School and Community) optional subject, contributing to the pedagogical framework and research methodology underlying the program.
• Prva riječka hrvatska gimnazijaminorStrategic or Co-development PartnerPartner school in the development of the 'Škola i zajednica' optional subject program, which integrates community-based learning into secondary school curricula.
• Centar za kulturu dijaloga (Center for Dialogue Culture)minorStrategic or Co-development PartnerCivil society partner in the development of the 'Škola i zajednica' program, contributing to the dialogue and community engagement methodology.
• B Glad produkcijaminorStrategic or Co-development PartnerTheatrical production company co-creating the 'Game Over' theater performance about sexting and digital manipulation with DKMK and Udruga Pragma. The production is part of the 'Osvijesti – reagiraj – e-nasilje ne ignoriraj' project, supported by the Ministry of Science, Education and Youth.
• EAVI (European Association for Audiovisual Education)minorStrategic or Co-development PartnerDKMK actively collaborates with EAVI (European Association for Audiovisual Education) and Evens Foundation as leading European organizations in media literacy, ensuring its programs meet the highest European standards and benefit from cross-border knowledge exchange.
• Evens FoundationminorStrategic or Co-development PartnerEuropean foundation partner supporting DKMK's mission to advance media literacy education. Collaboration with Evens Foundation enhances DKMK's international credibility and access to European best practices in media education.
• Agencija za elektroničke medije (Agency for Electronic Media, Croatia)coreGTM or Marketing PartnerThe Agency for Electronic Media is a key national institutional partner, co-organizing the annual 'Dani medijske pismenosti' (Media Literacy Days) campaign with DKMK and UNICEF Croatia. The Agency also supports the 'Medijski Sokrat' award program and provides funding through national media literacy initiatives.
• UNICEF CroatiacoreGTM or Marketing PartnerUNICEF Croatia co-organizes the annual 'Dani medijske pismenosti' national campaign, provides institutional support for DKMK's educational programs, and endorses DKMK's research and educational outputs as part of its child protection mandate.

Scale indicators10 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• European Schoolnet: European Schoolnet is a Brussels-based network of 30+ European education ministries that develops digital and media literacy curricula for schools. It is a comparable incumbent in the educational technology and digital citizenship space across Europe, overlapping with DKMK's ALGOWATCH and SELF-ID work.
• Common Sense Media: Common Sense Media is a large US-based non-profit that provides media literacy curricula, reviews, and digital citizenship education for children, parents, and educators. It is a scaled global peer relative to DKMK, addressing a similar problem space with significantly larger resources.
• EAVI (European Association for Audiovisual Education): EAVI is a Brussels-based European-level media literacy NGO and a direct strategic partner of DKMK. Both organizations develop media literacy curricula, advocate for EU policy, and operate as civil society actors in the educational space, with EAVI serving as the broader incumbent pan-European counterpart to DKMK's Croatia-focused work.
• Unesco MIL (Media and Information Literacy): UNESCO's Media and Information Literacy program is a global, broad-incumbent peer running the MIL Alliance and related curricula. DKMK lists UNESCO MIL among its partners and operates within the same global paradigm of media literacy education.

Regional players

• LivingKnowledge Project / EU Kids Online Network: EU Kids Online is the pan-European research network for which DKMK serves as Croatia's national coordinator. The wider network (and successor projects such as EU Kids Online 2020+) is a direct peer at the European level producing comparable research on children's digital risks and opportunities.

Direct peers

• Udruga Pragma: A Croatian civil society organization that is a long-term strategic partner of DKMK, co-developing programs such as Game Over, Ambasadori virtualne sigurnosti, and Medijski SPF 55+. Operates in the same Croatian media literacy and cyberbullying prevention space with overlapping beneficiary populations.
• Center for Media Literacy (CML): A US-based non-profit organization dedicated to media literacy education for educators, parents, and youth. CML is a direct functional peer to DKMK as both organizations produce curricula and training materials on critical media analysis, advertising literacy, and digital citizenship for school-age audiences.
• Safer Internet Centers (Croatia): Croatia's Safer Internet Center (Centar za sigurniji internet) operates the Croatian awareness node and hotline for online child safety, overlapping substantially with DKMK's UHO cyberbullying prevention platform and broader digital safety education mandate.
• The Media Literacy Project (by Media Literacy Project / Mind Over Media): Mind Over Media / The Media Literacy Project is a non-profit that produces educational resources on propaganda, advertising analysis, and media literacy for K-12. Comparable to DKMK's brochures, workshops, and youth-targeted media analysis programs in Croatia.

Others

• Evens Foundation: A European foundation that funds and partners on media literacy and democratic education initiatives. Listed as a partner of DKMK, it operates as a peer in the media literacy ecosystem through philanthropic funding and program collaboration across EU countries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/djeca_medija
• YouTubeyoutube.com/@djeca.medija
• Facebookfacebook.com/djecamedija
• LinkedInlinkedin.com/company/association-for-communication-and-media-culture-dkmk-
• Instagraminstagram.com/djeca_medija
• TikToktiktok.com/@djeca.medija

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Association for Communication and Media Culture (DKMK)