We are witnessing expansion of mass communication technologies: PC, digital multimedia, TV broadcasting, Net and so on. In everyday life the new media convey global information and exercise a wide-ranging influence over our experience and opinions. On one hand the public opinion is not formed through rational discussion but through manipulation and control, on the other hand the new communication tools increase dissemination of information and knowledge and expand relations. The culture industry produces standardized products undermining the capacity for critical and independent thought, inducing decadence of the public sphere which is more limited, narrow, one-way. On the other hand digitization, TV, the Net and so on allow people to actively participate in what they see or hear reading a deepened consciousness of worldwide problems. In conclusion a critical approach to the language of media communications is necessary to avoid their downsides and to be conscious in using them. Our project asked our students to became international “spot hunters” in order to improve their digital and multimedia skills. They collected and analyzed advertising spots to discover the underlying strategy, to understand the power of multimedia, to master the employed communication technologies.They also met experienced seniors on communication from the local background. These helped them to specify the field of their research and to discover dangerous simplifications, stereotypes, prejudices which are drawn by mass communication. Finally they produced their own advertising spot campaign to promote positive practices on sustainable lifestyle. This enhanced our students' active citizenship.