To promote harmonious living together, the Evens Foundation aims to stimulate efforts to increase media literacy - by raising critical awareness, which implies comprehension and cultural awareness, and by encouraging media creativity, both of which contribute to the development of highly aware, active and responsible citizens. According to the European Commission, media literacy "should help citizens to recognize how the media filter their perceptions and beliefs, shape popular culture and influence personal choices."
Media Education is thus learning about the media with Media Literacy as an expected outcome. It aims to develop both critical understanding about the media and active participation in the media (production). In addition to giving prizes for Media Education, the Evens Foundation will mainly support projects in this field that "empower citizens with the critical thinking and creative problem-solving skills to make them judicious consumers and producers of information (...)."