Ritratti (o si muore): A Multimedia Way to Portrait Change in Italy

This Entry has been submitted.

Ritratti (o si muore): A Multimedia Way to Portrait Change in Italy

$1,000 - $10,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

We use a science-based operating model in order to anticipate the consequences of how the media is used to point change.

About Project

Problem: What problem is this project trying to address?

Since the 60s the media in Italy has been strongly linked to the objectives of the market economy. The use of the media with respect to this goal triggers side effects that have a strong impact within the social fabric in which the media is involved. For example, the parameters used in marketing, the spread of news about a particular conflict (i.e. the news story of a murder), increases attention and then consequently the "sales". However there isn't a space in marketing to suggest a solution for that conflict. Suoni Quotidiani intends to propose a new way to use media that could create a vision for a sustainable reality through change. To do this, Suoni Quotidiani bases its work on a theoretical idea that social reality is not ontologically defined, but it is built according to the “speeches” that people/society make to describe it. Therefore, also the “speeches” that are disseminated by the media have an impact on how people represent a news story or a conflict, deciding either to condemn it or build on this and create a new way to understand what has happened. The project “Ritratti (o si muore)"[Portraits (or you die)] develops on a national level.

Solution: What is the proposed solution? Please be specific!

The 'Portraits' project consists of a gallery of 52 multimedia portraits, monographic biographies uploaded on Suoni Quotidiani website every week for a year. Http://www.suoniquotidiani.it/ritratti/ The portraits use audio, video and photography. They are disseminated through the web (podcasts), radio and live shows. The 52 documentaries produce a 'portrait' of Italy through the description of its own particulars. The project is innovative because it promotes a use of media that allows interaction and dialogue between people. The innovation is not only related to the pioneering technology in media but mainly to the pioneering of the methodology of the “use” of the media: the media is therefore used both to deliver content in the most efficient way but also to build a dialogue. The new objective of this project is to promote a use of media that is a service to a community and towards change. Suoni Quotidiani proposes the project as a working tool that is open to the recipients that are directly involved. These people can become portraits, suggest portraits, organise live shows, spread the content on the web, and participate in the debates that follow the live shows.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Paola, portrait 03, is the mother of a girl who was beaten to death by her partner. Her story was told across the most important national media, boosting viewing numbers thanks to the tragedy that was shown. Paola distanced herself from the media because as she said, “the media ruined my story”. Thanks to the working model, it was possible for Paola to take back her story and tell it in her own words. Therefore the death of her daughter wasn't just a 'tragedy', but became an important tool of support for the assistance of victims of domestic violence. On reading Paola's portrait, the University of Psychology, Padua, asked her to participate in a lecture to share her journey with the students. The way the lecture was organised meant that a student contacted Paola telling her that she too was a victim of violence (by her boyfriend). Paola then went to Suoni Quotidiani to deal with helping this student. The traditional way to use the media generated on one side an increase in viewers, but on the other side a rage and distancing of Paola. The method of Suoni Quotidiani on the other hand, allowed Paola to build her portrait and regain possession of her story and to become an instrument of change for other victims of domestic violence.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

There are no other organisations in Italy that have the objective of promoting change and that use a working model that allows this to happen. The theoretical ideas that are the basis of the working model eliminate the idea of 'competition' because all the realities of the social fabric cooperate in generating change. Even those that could appear to be competitors become resources because they contribute to the construction of reality. The working model itself has the tools to be efficient. The only thing that can reduce its efficiency would be the lack of precision in the application of the working model.
About You
About You
About Your Organization
Organization Name


Organization Country

, VR

Country where this project is creating social impact

, VR

How long has your organization been operating?

1‐5 years

The information you provide here will be used to fill in any parts of your profile that have been left blank, such as interests, organization information, and website. No contact information will be made public. Please uncheck here if you do not want this to happen..

Select the stage that best applies to your solution

Established (you've got demonstrated success)

How long have you been in operation?

Operating for less than a year

Social Impact
FOUNDING STORY: We want to hear about your “Aha!” moment. Share the story of where and when the founder(s) saw this solution’s potential to change the world.

On different occasions it was possible to verify its efficiency. Here are the main ones: during a live show of 'Portraits' we presented the Lucia Castellano's portrait, director of the experimental prison in Bollate, Milan. For many years Lucia researched and applied the use of restorative justice. In the portrait she describes her work, her relationship with the guards and prisoners, and her idea of punishment as an opportunity. At the end of the show we were approached a couple that introduced themselves to us as “Andrea and Anna”. Andrea told us that that he was in prison for a year. Both told us that they never found a way to speak about that experience. Andrea and Anna were on the first row during the live show and could compare the portrait with their own experience. During the dialogue Andrea and Anna suggested to us to produce a documentary on the prison experience with their help. This potential work could become for Andrea and Anna a tool to find a way to speak about that experience. This kind of efficiency happens every time and with different people because the working model allows for the generation of dialogue.

Specify both the depth and scale of your solution’s social impact to date

The social intervention campaigns structured according to the marketing rules aim to arrive at the most people possible but they don't have the tools to monitor their effects. The SQ working model allows you to continuously monitor the changes produced. This works mainly on the individual. The objective is not to immediately reach large numbers but to take care of a situation recognised by the people involved as “critical” turning it into a positive.
The management of the change goes through “assuming responsibility”. The users themselves ask to be involved in the process and propose to start other changes. Our working model is capable of starting a “chain reaction” ( in terms of “chemical bonds”). Managing the bonds allows a large scale efficiency that is still verifiable and manageable.

What is your projected impact within the next 1-5 years? Is your idea replicable? If so, how?

Portraits has a construction phase which will last another year, to be followed by another year of distribution. In these two years the links and connections that have sprung up will not become a project by the author anymore but a project managed by the users themselves who have benefited.
The structure of Portraits is replicable because it is based on a business model applicable to any context. In order for someone to replicate it, it is necessary beforehand to analyse the context and to have theoretical and practical training on the working model.

Winning entries present a strong plan for how they will achieve and mark growth. Identify your six-month milestone for growing your impact

Conclusion of the production stage of the project.

Six-Month Tasks
Task 1

Produce all the portraits.

Task 2

Publish the portraits that haven't yet been published.

Task 3

Diffuse the project and plan new activities.

Now think bigger! Identify your 12-month impact milestone

Diffuse the project and plan new activities.

12-Month Tasks
Task 1

Disseminating the project through the live shows.

Task 2

Take stock of the budget and the "changes" generated.

Task 3

Plan new projects on the basis of the results obtained.

How many people have been impacted by your project?

101 - 1,000

How many people could be impacted by your project in the next three years?


Explain how your company, program, service or product is structured

Hybrid model

What barriers have hindered the success of your project to date? How do you plan to overcome these and other challenges as you grow your solution?

The obstacles encountered to date are attributable to the lack of investment by Italy in the field of culture and the western socio-political-economic framework that has eliminated the idea of the future as a possibility. For these reasons we were unable to find an investor who supported a long-term project.
Since we haven't received the investments originally planned, we made the project more streamlined and affordable without having to effect the quality of the proposal. So we invented an "economy of portraits" that supports the project through live performances and merchandising, courses in schools, concessions under license to radio and television, etc. In addition, the quality of work that we propose has generated new job opportunities for the authors of 'Portraits'.

How do you see the information-technology and media sectors shifting over the next decade? How will your solution adapt to and/or drive that changing environment?

The historical progression in information technology is constantly accelerating. Just think how cutting edge an ipod seemed 10 years ago and how it has now been overtaken by the iphone, ipad and other means of consumption. For this reason, keeping in mind that we are working in the business of change, Suoni Quotidiani uses a working model that defines HOW you use the media regardless of the medium. Once the operator has formatted the operating model as long as you update the latest technology you can ensure its effectiveness.

Failure is not always an option. If your solution fails to gain traction in the next two years, what other applications of the idea could you explore?

The theory that is referred to helps to anticipate and manage the risks and possible 'failures' of the project, both from an efficiency and an economic point of view.
Therefore if over the next 2 years the growth process of the project will not proceed as hoped, the solution will be to redraw the strategic lines in order to reach the objectives. The working model is the tool for reading the changes and understanding in which direction to go. External monitoring will tell us in which direction to go and what were the mistakes made.

Expand on your selections, explaining how you will sustain funding

Individuals: the initial capital investment comes from members of Suoni Quotidiani.
Customers: merchandising.
Other: courses in schools, publishing initiative at the end of the project.
There is a publishing house interested in publishing the portraits. The interactions generated by the project have also brought new opportunities for profit.

Tell us about your partnerships

Audiodoc – Italian Association of Audiodocumentary authors. Audiodoc provides Suoni Quotidiani with technical and promotional support. http://www.audiodoc.it
Redattore Sociale – Information/newspaper agency. Redattore Sociale promotes the project and single portraits. It publishes them as news. Http://www.redattoresociale.it/
Department of Applied Psychology, University of Padua. Scientific advisors of Suoni Quotidiani.

What type of team (staff, volunteers, etc.) will ensure that you achieve the growth milestones identified in the Social Impact section?

Portraits' is built on a model that involves interaction between 4 team members (project manager, planning manager, production manager, and manager of fruition). Other resources can be identified depending on the medium used for each portrait. All the resources are qualified in the media field and in the social intervention field.

Changemakers is a collaborative and supportive space. Please specify any community resources you would need to grow and sustain your initiative. Select all that apply

Investment, Research or information, Collaboration or networking, Mentorship.

Specify any resources you might offer to support other initiatives. Select all that apply

Human resources or talent, Marketing or media, Research or information, Collaboration or networking, Innovation or ideas.

Please elaborate on any needs or offers you have mentioned above and/or suggest categories of support that aren’t specified within the list

Suoni Quotidiani need to build a larger and more interactive network for the dissemination of the project.
Suoni Quotidiani offers a business model that allows you to plan effective interventions in the media, to evaluate the effectiveness of interventions in a scientific manner and to train in the area of 'social communication'.

Define your company, program, service or product in 1-2 short sentences

We are an association of professionals from the world of social media that uses media as a tool to generate and manage change.