Professor Rubens Mattioli is engaged in a cultural and social campaign "Pensare oltre" (“Thinking Beyond”), whose aim is to spread information and counter the erroneous tendency to arbitrarily equate human behaviours and difficulties with disorders or diseases. 

In particular, the information campaign directs its efforts towards the ADHD (Attention Deficit Hyperactivity Disorder), a disorder regarding deficits in attention and hyperactivity of the other renowned disorders of infantile and adolescence behavior, as well as learning disorders, as evident examples of cultural degeneration.

The campaign poster is a specific leaflet entitled, “Perché non accada anche in Italia,” which aims to supply an extensive and detailed information campaign on ADHD and related themes, so that citizens may make informed and responsible decisions on whether ADHD is a disease or an artifact.

Professor Mattioli has been committed to this initiative for many years now, and is one of the main promoters of the campaign. The following is the testimonial of Elisabetta Armiato, Etoile, Top Ballet Dancer and Interpreter at the La Scala Theater.

"There are professional and ethical qualities that arouse admiration and respect. In my position as prima ballerina and interpreter at La Scala Theatre in Milan and patroness of the cultural campaign "Thinking Beyond", I had the fortune, and the pleasure, to meet many people who best express such qualities. The knowledge and support of Prof. Rubens Giorgio Mattioli enabled me not only to observe these qualities first hand, which in themselves are evidence of valour and excellence, but also to discover that they are accompanied by the gift of integrity and courage. The social utility campaign "Thinking Beyond" for the protection of children is founded precisely on the collaboration and support of those men of undeniable learning and ethical presence, who take responsibility for a broader humanistic approach, looking to a constructive, positive future, even when humanity seems to have lost its way. They are people like Rubens Giorgio Mattioli who has made available his high skills and his dedication, giving life to a great cultural movement whose adherents keeps growing as it is joined by more and more prestigious people and organisations.” Elisabetta

2008 saw the publication of the first book dedicated to the "Thinking Beyond" campaign. It was produced by Silver, the cartoonist who created Lupo Alberto. The title of the book is very telling : "PsychWhat? PsychHow? PsychWho?" Another book, published at the end of 2009, narrates the adventure of a funny character, by the name of Cattivik, also committed to protecting the health of children and in favour of the campaign "Thinking Beyond”.

The editorial project targets the creation of a collection of 10 paperback volumes that will be accomplished by famous Italian cartoonists starring their most popular characters. The whole project was adhered to from the start by Lucca Comics & Games, the most important Italian review dedicated to cartoons, animation, games, and wonder-world fantasy and science fiction, which became the campaign’s sponsor. The event held in Lucca is an artistic and cultural event with a remarkably deep significance, able to involve children and adults.

From 2006 to 2009 the campaign’s activities achieved important results: 30% less in the prescription of psychotropic drugs for children at the pediatric age, and a downtrend also in diagnoses and treatments for hyperactivity syndromes.