JOURNALIST FOR A DAY

1. JOURNALIST FOR A DAY One of the most important educational projects performed in Serra Gaúcha (a region of the Rio Grande do Sul, a state of Brazil) Editorial project Sponsor newspaper Jornal Pioneiro Adress: Rua Jacob Luchesi, 2.374 – Caxias do Sul/ RS. CEP: 95.032-000 Project director: Roberto Nielsen, editor in chief – roberto.nielsen@pioneiro.com / 55 54 3218.1256 Commercial manager: Argemiro Nora – argemiro.nora@pioneiro.com / 55 54 3218.1269 Jornal Pioneiro - Belongs to Grupo RBS - Circulation: 64 cities, from Monday to Saturday (one edition on weekends) with 27.500 copies. Target project: students between 6 and 15 years old

2. 1. Description of the programme • The Journalist for a day is performed anually since 1997. It's one of most important educational projects performed in Serra Gaúcha, winned and recognized for its quality the encouragement of education children and adolescents by parents and educators. Since 1997, more than 1.600 students were Journalists for a day, and the newspaper received more than 60.000 jobs. The project wants to encourage the students to produce newspaper articles, photos, comics, chronics and illustrations about politics, economics, tourism, leisure, fashion, sport, health, horoscope, cities, ecology, food and others. The best jobs, around 100, are published in a special issue. All the edition is produced by the students.

3. 1. Description of the programme Some special editions front pages

4. 1. Description of the programme Some internal pages of special issues

5. 1. Description of the programme The students who had their jobs published win a kit with a t-shirt, a badge to visit the Pioneiro writting for a year, a certificate and some gifts. The students who made the 30 best jobs also win a trip, with a companion, to Gramado Zoo, a zoological located in a city near of Caxias do Sul. The student who made the best job win a notebook, and his school, a digital class room.

6. 1. Description of the programme The newspaper promotes an awards party to students who made the best jobs with music, gifts, hot dog, pop, magic show and fun.

7. 1. Description of the programme The project has a mascot. In portuguese, seal is a expression used to name a begginer journalist. Our mascot named Foquito, like a "little seal". The image on the left shows Foquito since the 1996 edition, when it was created, until the 2010 edition. Last year, to celebrate the project's 15 years, the mascot won new clothes and a teen look. The second image (R) shows Foquito with its designer, André Gnatta.

8. 1. Description of the programme Also to celebrate the project's 15 years, Pioneiro's journalists wrote reports with 15 people who were Journalist for a day in the past. Below and in the next page, some examples: Mariana Duarte was a Journalist for a day in 2001 and nowadays is a Spanish teacher Vinícius Faccin Bampi was a Journalist for a day in 1998 and graduated in Medicine

9. 1. Description of the programme Six journalist of Pioneiro's writting were Journalist for a day in the past. Priscila De Martini was a Journalist for a day in 1997 and now is an editor in Zero Hora, a state newspaper that belongs to RBS Group.

10. 2. Development The project was created by Carlos Urbim, a journalist and writer of Rio Grande do Sul (a state of Brazil), first in Zero Hora, another newspaper of RBS Group. The Pioneiro also promoted the project and keep it for 15 years. Since the first edition, the number of students is increasing. The commercial team of Pioneiro sells quotes for partners. Since the first edition, the project has these partners: * Caxias do Sul City Hall * Caxias do Sul City Council * Maneco Bookstore * Caxias do Sul University (a private university) * Caixa Econômica Federal (a federal bank) * Apliquim Brasil Recicle (a mercury and fluorescent recycling factory) * Biscoitos Isabela (a cookies factory) * Cartoon Network (TV channel) * Estação dos Brinquedos (a toys store) * Gramado Zoo (a zoological) * Maxsul Informática (a computers store) * Colégio La Salle Carmo (a private school)

11. 3. Marketing • Anually, the first big action is the release event. School principals and education authorities are invited to a project presentation. The Journalist for a day has always a godfather, usually a writer. The godfather talks to the authorities about the project and the reading importance. After this day, is opened the time to students send their works. In this event, partners can show their marks with banners. Last year, this event joined around 300 people. See below some pictures of these events.

12. 3. Marketing After the release event, we start the publicity campaign and editorial reports in Pioneiro. The RBS Group's radios and TV channel also display reports and the publicity campaign.

13. 3. Marketing The mascot, Foquito, goes to schools with Pioneiro's journalists to talk to students about reading importance and the project. The locutor of Atlântida, a RBSradio for teenagers, went to some schools with the mobile unit e talked with the students about the project and the reading.

14. 3. Marketing In 2009, the Journalist for a day won a blog in the Pioneiro site (www.pioneiro.com). The adress is http://wp.clicrbs.com.br/jornalistaporumdia/.

15. 4. Evaluation & results The two main indicators of the sucess of Journalist for a day is the gradual increase in the number of submitted jobs and the maintenance of major marks as sponsors. Since the first edition, the project always had important partners. These companies belevied in the project and in its importance for reading and education of children and teenagers. The number of jobs sent to the project have increased year by year. In the next page, we inform, on average, the numbers each year. In total, the volume of entries is bigger than 60.000.

16. 4. Avaliação e resultados Year Jobs 1997...........................300 1998...........................350 1999...........................550 2000...........................800 2001...........................1500 2002...........................2500 2003...........................2800 Year Jobs 2004...........................3200 2005...........................5060 2006...........................6100 2007...........................6300 2008...........................6800 2009...........................7605 2010...........................8000 2011...........................8200 The writers invited to be a godfather always accepted the invitation and associated their names to the project. We believe that this fact also shows the sucess of the Journalist for a day. The project offers to children and teenagers the opportunity to write, knowledge, contact with the Pioneiro's journalists and fun.

17. Thanks!!!