Genitore Informato
Expertise gets people talking.
Parenting topics, writing and work with newsrooms. A project to bring specialist knowledge into the public conversation.
- Press office
- Copywriting
- Media relations
- Newsjacking
The starting point.
Genitore Informato is the school for parents founded by Claudia Denti and Severino Cirillo. It covers sleep, upbringing and development starting from scientific evidence, not grandma’s methods. It offers guides, consultations and courses, including «Sonno Felice», followed by more than 11,000 families, and a community of over 500,000 parents, with more than 256,000 followers on Instagram.
Claudia Denti is an IACSC-certified Sleep Consultant. In September 2023, before our work, Meta chose her as an expert for the «Genitori Connessi» campaign, alongside Francesca Barra, Diego Passoni, Adriana Volpe and Nicoletta Romanoff. In 2024 the two founders published «Impara a dire No» with Rizzoli, the book that presents the UMAMI Discipline.
The question.
Between 2024 and 2025 parenting was a crowded market: blogs, influencers and private groups gave often contradictory advice, and anyone could present themselves as an expert. More visibility was not enough. Journalists and institutions needed to turn to Genitore Informato as a source when they talk about upbringing, children’s sleep and child safety, with credibility that could be verified.
News before press releases.
PR, press office and copywriters worked on the project together. The copywriters read social trends and built sharp news angles, uncomfortable ones too: the critique of «friendship parenting», the risks of discipline that is too soft. The press office received stories ready to publish, not releases to send out.
The same method made it possible to get onto newspapers’ agendas when a topic was already hot. On infant sleep safety and SIDS came a video segment on RaiNews; then minors’ use of social media.
Where Genitore Informato
appeared.
- Daily newspapers: Corriere della Sera, la Repubblica, La Stampa, Il Messaggero, Il Mattino, Il Sole 24 Ore, Avvenire, Milano Finanza.
- News agencies: ANSA, Adnkronos.
- Television and news sites: RaiNews, Fanpage.
- Magazines and specialist titles: Vanity Fair, Donna Moderna, io Donna, Nostrofiglio.
- Radio: Radio 1, Radio 2 with «Non è un paese per giovani», Radio FS News.
«One of the few marketing agencies in Italy able to work with any kind of client, with a truly scientific approach, world class quality and prices that are not needlessly inflated. The boutique agency approach then shows in the results you manage to achieve together with them.»
