In the heart of Piazza Cordusio in Milan is where the first social press point can be found: a place where solidarity and the future meet. Managed by  Comunità Nuova Cooperativa Sociale, the newsstand is the first Italian Social Press Point, an ethical newsstand that in addition to providing employment for 4 people in difficulty, fulfils the dreams of those less fortunate through specific social projects, thanks to donations received from customers. For the launch of the initiative Social Content Factory created an activity that concretely demonstrated people's generosity when confronted with a child's wishes and (secretly) filmed their reactions. "L'edicola dei sogni" immediately aroused the interest of many news websites which picked up the story (such as: Repubblica.it, Avvenire.it, Affaritaliani.it, Fanpage.it). Thanks also to the many shares on social media, the initiative reached the radio network of Radio Deejay and in particular Fabio Volo who often hosed an update on the newsstand's activities on his morning show "Il volo del mattino".