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
ricardo.stefanelli@zerohora.com.br +55 51 3218-4303
Project management:
Deca Soares
deca.soares@zerohora.com.br - +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