Bing Playing Strong Role in Childhood
Bing, the star of the award-winning animated series produced by Acamar Films, is confirmed to be at the centre of the world of early childhood, not only thanks to more than 7 billion views on YouTube worldwide, but also through the ‘LE BUONE ABITUDINI’ project, an initiative dedicated to promoting the health of the youngest children involving paediatricians from the Italian Society of Paediatrics and educators from Assonidi.
More than 11,000 paediatricians nationwide, about 450 childcare facilities including crèches and nursery schools, and millions of families following Bing on Rai Yoyo and on all the main multimedia content distribution platforms, are involved in a major awareness-raising project on topics such as nutrition, reading, the importance of outdoor play, the main rules of hygiene and child care, the importance of sleep, fear of doctors and hospitals, and much more…
From September 2024, as part of the LE BUONE ABITUDINI campaign, a project will be launched to promote shared reading as a tool of well-being and care for children aged 0-6 and their families. The initiative, in collaboration with the Nati per Leggere programme, aims at bringing to Italian nurseries and hospitals moments of shared reading dedicated to early childhood children in order to underline how important this tool can be to foster the healthy growth of the child, to support relational development and, last but not least, to support families in overcoming critical situations.
The first events dedicated to shared reading will take place in Milan at the Familosophy Kindergarten and at the San Paolo Hospital on 19 and 20 September respectively and will be followed by other events throughout Italy until the end of the year.
“We are honoured to be working with the prestigious partners of ‘Le Buone Abitudini’ to encourage a curiosity and lifelong love of reading for all young children”, comments Mikael Shields, CEO of Acamar Films, production company of the Bing Bunny series. “We are all proud that Bing represents this important message for healthy child development, and grateful to be associated with the most accredited specialists in Italy. The extraordinary success of this initiative demonstrates just how deeply Italian families care about the healthy development of their children. We will continue our dedicated work to create Bing episodes which truly reflect the authentic needs of our precious young audience.”
Bing will also be present at the stand of the Italian Society of Paediatrics for the Tennis & Friends event to be held at the Foro Italico Park in Rome from 11 to 13 October 2024. A great event, launched in 2011 on the initiative of Friends For Health, which combines health, sport, entertainment and solidarity for the promotion of a culture of illness prevention and a healthy lifestyle. An opportunity for young Bing fans to meet their favourite character in person, to take photos and selfies with his costume character and to enjoy a special day, in a unique setting, celebrating health and illness prevention through exciting tournaments, fun and recreational activities, and the presence of extraordinary guests.
All these initiatives only add further prestige to a year already full of successes and excellent results. With the two campaigns for World Book Day, in spring, and “Spannolinamento”, in summer, Bing has accompanied Italian families along a path of learning and awareness that has been highly appreciated. The great media impact of these initiatives should be underlined: through a careful press office activity, in fact, the brand reached more than 80% of Italian families for a total of more than 200 million views on the major Italian online and print media.
The collaboration between Bing and Pon Pon Edizioni has strengthened the already solid partnership between the animated series and early childhood professionals from the Italian Society of Paediatrics and Assonidi. In fact, every month since May 2024, in Pon Pon’s Bing Magazine, families have been able to benefit from the advice of expert doctors and educators on topics such as summer holidays, protection from the sun, entering the nursery and autumn influences. A column dedicated to parents that expresses the full potential of the LE BUONE ABITUDINI project in supporting families.
Bing, managed in Italy by the Maurizio Distefano Licensing agency with a specific study behind its licensing programme, has seen the realisation of numerous successful products. This has all been possible thanks to the agency’s commitment to always finding outstanding licensees who recognise and correctly convey the value of the property. The agency thus confirms itself as an authoritative point of reference for promoting good habits and accompanying families with young children on a path to physical, psychological and relational well-being. Bing Bunny is an animated series committed to putting children at the centre of society, helping adults to understand how important the 0-6 years development phase is.
