Animators, film and television writers end producers hold the power to communicate with children thanks to the potential of their media.

It is, therefore, recommended that all those who are committed to planning, creating and distributing animation programmes should follow the recommendations of the UN Convention on the Rights of the Child and, whenever possible, use their communications medium to have a positive impact on children's life.

The UN Convention, which was endorsed by all countries in the world, entitles each child to fully develop his/her physical, mental and social potential. Animation is a universal medium that may contribute to structuring the child's symbolic imaginary world and fostering his/her learning; It contributes to shaping behaviours, beliefs and values of children and the idea they develop of others and of the wolrd that surrounds them.

Amalfi guidelines urge the animation industry to take a realistic and propositional approach, favouring story-telling techniques and styles that acknowledge different cultural ideas, restrain the use of violence, identify alternative solutions to conflicts, stimulate positive interactions between the world of fantasy and that of reality, with a view to providing good quality products that may also be successful on the market.

These guidelines are not intended to restrain creativity, but are a challenge to searching new and different modes of telling stories, of capturing adventures, of portraying a character.

1) While the need for supply to be as large and differentiated as possibile remains unquestioned, we feel it a must to allocate economic and cultural resources, as well as TV slots, to producing and broadcasting cartoons (feature films, short films and TV series) that propose positive values not in a pedantic way, but amusingly, so as to win children's favour.

2) It is crucial to target cartoons for the children's different age groups tha demand diversified linguistic and formal contents as their ability to cope with violence varies with age.

3) The conflictual and dramatic situations of the story should not be left unsolved, but be positively and reassuringly overcome in each episode broadcast.

4) It is highly recommended that the story line be developed through dialogues, not only through images.

5) It is necessary for TV schedules to give room to quality cartoons that promote children's pshychological and cultural development and transfer positive behavioural patterns, values and storylines focused on such themes as tolerance, solidarity and respect for the environment. 6) It is recommended that new creative ways and solutions to conflictual and violent situations be experimented by taking a humorous, dialetic and playful approach.

7) As is the case with the toys industry, it is recommended to indicate the product's contents and the age they are suitable for, so as to provide general guidance to parents in their choice.

8) Interactions and exchanges among producers, distributors and TV brodcasting and advertising companies should be fostered with a view to producing good quality cartoons.

9) It is necessary that in cartoons for children any form of violence whatsoever be checked both quantitatively and qualitatively, be it physical, psychological, explicit or implicit.

10) All violent immages and expressions must be justified by the plot and, whenever possible, must not be emphasized.

11) The representation of violent actions should be combined with the message that 'violence doesn't pay' and, whenever possible, a perception of its consequences should be generated.