Association for Communication and Media Culture (Društvo za komunikacijsku i medijsku kulturu - DKMK) originated from the "Children of the Media" project that started in 2010. Association was formally founded in 2012. It gathers around 80 members - students, graduates and university professors, mostly from University Center for Croatian Studies and Faculty of Political Sciences - both from University of Zagreb, Croatia. The goal of Association for Communication and Media Culture is proclaiming Media education as necessity in Croatian society. That process mostly takes place from the action of "Children of the Media" project, where the members educate children, their parents and teachers about the media, safety on the internet, dangers and tricks of advertizing, etc. The Association's channels of communication are official websites (https://djecamedija.org/), Facebook (Djeca medija), Instagram (@djecamedija) and Twitter (@djecamedija) pages, monthly radio show "Odgoj za ideale" (Upbringing the Ideals) on "Radio Marija" and other publications. One of the most important scientific success of the organization and the project itself is publishing the book "Children of the Media - from marginalization to sensation" in 2012.