31.Brazil-Zero Hora-Yes, I am Gaucho
Transcription
31.Brazil-Zero Hora-Yes, I am Gaucho
CATEGORY Editorial NEWSPAPER Address: Avenida Ipiranga, 1.075 Porto Alegre, Rio Grande do Sul - Brazil Projects Director Ricardo Stefanelli [email protected] +55 51 3218-4303 Project management: Deca Soares [email protected] - +55 51 33310585 Newspaper distribution Frequency: daily ABOUT THE NEWSPAPER Founded in 1964, Zero Hora is the circulation leader in Rio Grande do Sul, according to IVC (Circulation Verification Institute). Its daily paid circulation in April 2009 was 183.413. It has 23 separate sections and approximately 60 columnists. PROJECT TARGET AUDIENCE Young people aged 8 to 16. HOW DOES IT WORK? "Yes, I am gaucho“ is a cultural contest that awards the best text sent to the newspaper about the traditions of the state of Rio Grande do Sul. OBJECTIVES The newspaper's purpose with these special products targeted at the young is to help them with daily school and family issues. Besides, Zero Hora offers pedagogical material that can be used by public and private Elementary and High Schools. People born in the state of Rio Grande do Sul are proud of their origins. To show that, a slogan is often repeated: "Yes, I am gaucho". Zero Hora promoted a cultural contest with that title to invite kids and teenagers (aged 8 to 16) to describe, in text and pictures, what that healthy attachment to state traditions is like. Every text had space on the newspaper website, and the best articles were published on September Fridays. 131 texts arrived on the newsroom, coming from 40 cities. Through newspaper articles, kids and teenagers were invited and guided to participate in a cultural contest. Every week one text was selected among all the texts sent to the newspaper. The president of Rio Grande do Sul Traditions Institute chose the materials sent by the kids and the teenagers. The winner of the contest was a tenyears-old girl (left). Her text was published and she got a color cover of the print page. All participant’s names were published on the newspaper (right). Young Market Readers profile