# SBIR - PA22-176 - Beyond Blame: Development of an online media literacy curriculum for violence prevention

> **NIH ALLCDC R43** · KLEIN BUENDEL, INC. · 2023 · $275,764

## Abstract

The Centers for Disease Control has determined that “youth violence is a serious public health problem that
can have a long-term impact on health and well-being,” disproportionately impacting communities of color.”
Violence prevention efforts, including education programs, are recommended to combat the negative impacts
of violence. A number of factors exist that may increase or decrease the possibility of youth experiencing or
enacting violence. Media has long been identified by public health as a risk factor associated with violence yet
media literacy programs are often not included in violence prevention efforts. Media literacy is recognized as a
life skill to strengthen an individual's ability to resist negative and harmful messages that are powerfully
packaged and promoted in the media. Children today live in an unprecedented media environment and media
use by middle school children is widespread: 98% watch television, 78% use tablets, 67% interact with smart
phones, 73% use computers, and 68% use gaming devices. Children ages 8-12 in the U.S. average 4-6 hours a
day watching or using screens. Media literacy education can help children navigate their media environment by
providing a framework to access, analyze, evaluate, create and interact with media, including video, social
media, video games, film, and television. The goal of this SBIR Phase I is to review, update, and translate
Beyond Blame: Challenging Violence in the Media, an evidence-based media-literacy violence prevention
curriculum for middle school students, formerly delivered in-person, to an interactive, technology-based
platform. This will accomplished through: (1) the establishment of an Expert Advisory Board comprised of
experts in media literacy, diversity, inclusion and equity, media production, pediatrics, technology, and middle
school curriculum; (2) the conduct of interviews with middle school teachers, principals and technology
specialists to gather input on the feasibility and acceptability of the program; (3) the conduct of three iterative
focus groups with middle school students to gather information on media use, program content, and
technology use; (4) the content revision of Beyond Blame and creation of a full content outline; (5)
development of a prototype that will undergo usability testing by middle school students and school personnel.
At the end of Phase 1, an evaluation of a specifications document by the Expert Advisory Board will be provided
to determine the design and content of the entire curriculum as acceptable, feasible, and usable with
recommendations for a Phase II project that will ensure the critical need for media literacy and violence
prevention is addressed and provides a viable, systematic commercialization plan.

## Key facts

- **NIH application ID:** 10695768
- **Project number:** 1R43CE003635-01A1
- **Recipient organization:** KLEIN BUENDEL, INC.
- **Principal Investigator:** Tessa Jolls
- **Activity code:** R43 (R01, R21, SBIR, etc.)
- **Funding institute:** ALLCDC
- **Fiscal year:** 2023
- **Award amount:** $275,764
- **Award type:** 1
- **Project period:** 2023-09-30 → 2024-09-29

## Primary source

NIH RePORTER: https://reporter.nih.gov/project-details/10695768

## Citation

> US National Institutes of Health, RePORTER application 10695768, SBIR - PA22-176 - Beyond Blame: Development of an online media literacy curriculum for violence prevention (1R43CE003635-01A1). Retrieved via AI Analytics 2026-05-22 from https://api.ai-analytics.org/grant/nih/10695768. Licensed CC0.

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