The “Codice di Autoregolamentazione Tv e Minori” (Self-regulatory Code of conduct for minors protection)
includes a set of rules that guarantee the protection of minors viewing tv programmes and ads, to which La7 adheres.
The communication goal is to describe the Code to adult audiences through small metaphors, represented by a language as close as possible to children’s own: a fairy tale - like popup book.
Pop-up books made their first appearance as educational tools to explain theories and science researces, mostly intended for adults.
Through animations and sophisticated colours palettes, the animated page turns into a 3D game, bringing a theatrical sense of magic and seamless discovery.
As the book’s pages turn one by one, the main character moves through the scenes of this fairy tale, leaving his room to jump into a detergent box, passing thorough television programming right to the final rainbow, which brings an overall feeling of happiness and serenity.