A Supermamma for the South of the World

On Friday 21 June, on the occasion of Pitti Bimbo 89, in the Main Pavilion, ActionAid Italia presented the Supermamma project realized together with the communication agency, The Embassy, with a three voice speech explaining the origins of the mini TV film supporting Adozione Educativa (Educational Adoption), a new type of long distance adoption. The concept was created to unite and bring the themes of the South of the World closer to those of European countries by analyzing a growing trend: the choice of many mothers to adopt a child after having had one naturally. The whole video has been made with children in mind, based on a social insight: kids spend a lot of time alone with technological devices and this tends to be a time of media isolation; television, however, turns this individual experience into a shared – family - one which can lead to the discussion of topics that are not usually handled in this way. The subject of the project is Supermom, a very clear and vivid character for the audience of little ones, presented in the form of an animation, a cartoon – made by Maga Animation Studio. The project aims to create ambivalence between the European world and the south of the world: in fact, in the video, the two respective supermoms are always present and use their “superpowers” to improve the living conditions of their children – underlining the proactive nature and participation of both parties.