Event & Exhibitions

MILAN – The well-established alliance between librarians, pediatricians, and educators promoting reading within families from the earliest months of a child’s life has gained additional support. Besides contributions from Regione Lombardia, the campaign benefited from the collaboration with the Centro Sperimentale di Cinematografia – Scuola Nazionale di Cinema, which produced the promotional video La sua storia comincia dalle tue parole. Leggere insieme, crescere insieme (His Story Begins with Your Words. Reading Together, Growing Together). This spot aims to be the cornerstone of a promotional campaign targeting institutional networks and Pubblicità Progresso, spreading the message that books and reading are crucial developmental tools when shared as enjoyable experiences between adults and children from infancy.

This video is part of a broader initiative, Comunicare Nati per Leggere (Communicating Born to Read), organized by the Associazione Culturale Pediatri, the Associazione Italiana Biblioteche, and the Centro per la Salute del Bambino Onlus. It was developed under the aegis of Regione Lombardia, the Provinces of Brescia, Lodi, Monza and Brianza, and the library systems of Sud Ovest Bresciano and Valle Trompia. Psychopedagogical studies from the past three decades underscore the importance of cognitive and linguistic stimulation during early childhood, a critical period for neural development. Reading becomes a powerful growth stimulus, especially when it is a shared and enjoyable experience for both the adult and the child.

The Centro Sperimentale di Cinematografia involved students from its five campuses (Rome, Turin, Milan, Palermo, and L’Aquila) through a competitive call for proposals. Students were invited to create a script focusing on the experience of a parent reading with their child during the first three years of life. The winning concept, written by Giorgia Missiaggia and Marco Armando Piccinini—students from the Corporate Cinematography course at the Milan campus—was awarded funding to produce the video under the supervision of faculty members. The spot was produced on a non-profit basis and received the sponsorship of Pubblicità Progresso, further promoting the vital message about the benefits of early reading in child development.

PRESENTAZIONE DELLO SPOT

Monday, June 17, 2013
Palazzo Pirelli,
Sala del Gonfalone
Via Fabio Filzi 22, Milano
Speakers:
Cristina Cappellini, Assessore alle Culture Identità e Autonomie, Regione Lombardia
Alberto Contri, Presidente di Pubblicità Progresso
Federica Zanetto, Associazione Culturale Pediatri – Progetto “Nati per Leggere”
Bartolomeo Corsini, Direttore del Centro Sperimentale di Cinematografia di Milano
Contatti
Nati per Leggere
Giovanna Malgaroli
malgaroli@aib.it0
39 951549
www.natiperleggere.it
Lombardia Centro Sperimentale di Cinematografia
Michela Cervieri
michela.cervieri@fondazionecsc.it
02 72149111
www.csccinematografia.it