The habit of reading favors the learning of specific contents, in addition to improving writing and developing critical thinking. Therefore, it should be stimulated from the early childhood years, both at home and at school. Exercising its social role and encouraging a taste for books, Itaú launches the “Read for a Child” campaign.
An initiative by Itaú Social and Itaú Unibanco, the campaign has been in force since 2010 and, to date, has made more than 51 million books available. In 2018, it offers 1.8 million collections in kits featuring two children's titles – “Pedro Turn Porcupine" It is "I want lap”, by the authors Janaína Tokitaka and Stela Barbieri, respectively.
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According to Itaú Social Programs specialist, Dianne Melo, reading favors socialization and building bonds, if done by an adult for a child. The benefits, according to her, also include vocabulary expansion and learning capacity, which drives the annual effort to promote the campaign.
The good news is that, among the kits, 2,000 books in braille and expanded reading were also included, in addition to the same number of copies for readers with other types of disabilities. The material request is made through registration on the campaign website and the books arrive by post. It is not necessary to be an Itaú account holder to participate.
The titles were chosen through public notice and considered the theme addressed, literary characteristics, quality of graphic design and authorship, in addition to the interaction of adults and children through the sensory experience with families from all over the world. country. Evaluations by experts and mediators were also important in the choice.
Pedro Vira Porco Espinho describes, with a lot of humor and several surprises, how many transformations can occur with children when not everything goes as planned. In Quero Colo, the protagonists are babies, valuing the closeness and affection between humans and animals.
Incidentally, this relationship between parents and children is the key point stimulated by the campaign. Encouraging adults to read to children is justified by the development of emotions, concentration, reasoning, curiosity, empathy, sociability, oral language and family relationships.
In order to impact and bring the largest number of registrations, the campaign's dissemination methods are remarkable. This year, the disclosure will be made through the film Robô, which tells the story of a girl who develops robotic projects based on her father encouraging her to read.
Going through different moments of his life, his journey ends in a moment of great personal and professional achievement. The advertisements broadcast by Itaú Social carry the same emotion as those carried out in previous editions. The soundtrack, the song Dream On, by the band Aerosmith, complements the atmosphere.
In October, the campaign will also feature the launch of “Malala's Library”, exclusive interview with Pakistani activist Malala Yousafzai. The young woman, victim of a serious attack against her militancy, passed through Brazil this year promoting the importance of education, especially for girls and women.