A drawing of a young boy with an oversized head, a character from BLA BLA, an interactive website produced by Vincent Morisset in 2011.

Press Releases & Media Kits

NFB selects Vancouver's PinkPom Digital to develop Smartphone App for Youth Engagement

Press release


Winner of MIPTV’s Content 360 Digital Creativity Festival,
Media Undone will give young people a new tool
for media awareness and critical thinking

Montreal, April 6, 2011 – The National Film Board of Canada (NFB) has announced that Vancouver-based digital content developers PinkPom Digital have submitted the winning proposal in the category “Smartphone App for Youth Engagement” at the Content 360 Digital Creativity Festival, an international platform for digital innovators at the MIPTV global media market in Cannes, France.

Entitled Media Undone, this smartphone app by Christina Adams and Greg Merner will enable youth to recontextualize mass media images and better understand the motivations behind advertising and mass media messages. With a few taps on their phone, young people will be able to snap a photo of an advertisement or other mass media image and “undo” the intended message, which they can alter as much as they like, and then share on social networks as well as on the Media Undone Blog. The blog will also be an educational resource where teachers can access lesson starters and connect with Sophie Bissonnette’s acclaimed NFB documentaries Sexy Inc. – Our Children Under Influence and Staying Real – Teens Confront Sexual Stereotypes, which explore sexual stereotypes and the hyper-sexualisation of preteens and teens in media. Media Undone will give youth opportunities to create their own media messages and develop a more critical approach to advertising—a priority for young people, parents and educators alike.

"We were very impressed by the quality of the projects pitched in the ‘Smartphone App for Youth Engagement’ category,” said Joel Pomerleau, NFB Director of Platform Development, and one of three category jurists. “Nick Cohen from BBC Factual, Federico Lazzarovich from Mondadori Digital and myself had a very hard time selecting just one project. But we chose Vancouver’s PinkPom because we felt they best understood the issue of hyper-sexualisation of preteens and teens, and came up with a simple and effective way to engage young people. Congratulations to Christina Adams and Greg Merner, and all the Content 360 finalists and participants."

PinkPom Digital will be developing their app in partnership with the NFB, a co-founder of and sole Canadian partner in Content 360, now in its sixth year. The other finalists in the NFB’s call for proposals were digital media developers Twentysix (United Kingdom), Australian Documentaries (Australia) and Appsfactory (Germany).

About PinkPom Digital

PinkPom Digital has been producing creative multimedia content for over ten years, with extensive experience in digital asset best practices and management. They are currently focusing on digital storytelling for smartphones and tablets, as well as harnessing social media opportunities, providing such services as digital strategy development, communications design and project management. pinkpom.ca

About the NFB

Canada’s public film producer and distributor, the National Film Board of Canada creates social-issue documentaries, auteur animation, alternative drama and digital content that provide the world with a unique Canadian perspective. The NFB is expanding the vocabulary of 21st-century cinema and breaking new ground in form and content through community filmmaking projects, cross-platform media, programs for emerging filmmakers, stereoscopic animation – and more. It works in collaboration with creative filmmakers, digital media creators and co-producers in every region of Canada, with Aboriginal and culturally diverse communities, as well as partners around the world. Since the NFB’s founding in 1939, it has created over 13,000 productions and won over 5,000 awards, including 12 Oscars and more than 90 Genies. Its NFB.ca Screening Room features almost 2,000 productions online, including high-definition and 3D films. The NFB also puts the experience of cinema into the hands of Canadians everywhere through its acclaimed mobile apps for the iPhone, iPad, and now, Canada’s first film app for the Android platform.



Pat Dillon
NFB Publicist
Telephone: 514-283-9411
Cell: 514-206-1750
E-mail: p.a.dillon@nfb.ca