Science and society: new proposals for an unconventional scientific communication.

During these years emerged the need to create new kinds of communication that can activate a conscious society, providing people with clear information on the geo-environmental scenarios of our country. A sensitive point in the scientific communication is how to organize the information in a strategic way, referring to targets and messages, in order to better communicate the contents to the audience. Being Landscape an object of human perceptions, it could become a “medium” to communicate the Earth Sciences to the whole society: it can be considered the result of the interaction of many natural and cultural components, as well as the expression of the geological processes. The following projects, realised in an experimental way in Italy, are successfully started thanks to a synergy between the Camerino University, the Geological Survey of Italy-ISPRA, the National Council of Geologists and Rai Sport.The main topics are: • The geological characterization of the Landscape in movies and fictions, based on the use of the filmic communication in order to make the territory comprehensible to the society. In the episodes of the famous TV series "Il Commissario Montalbano" filmed in Sicily, the natural and cultural landscapes, giving a fascinating scenery to the films, represent a meaning in the representation of history. • The “GeoloGiro” and the “GiROSAuro” (a cartoon created for the youngest audience) for the popularization of the scientific knowledge, explaining the geological setting of the landscapes crossed by the cycling race “Giro d’Italia”. The morphology of the territory becomes a key component in the race context: if explained by the geologist, can offer to the public a new point of view of the landscapes, linking scientific information to the agonistic valence of the stage. The Giro d’Italia has welcomed the presence of the geologist, thanks to a dedicated space during the TV live transmission of the race.