A groundbreaking and ambitious project took shape within the Istituto Nazionale di Fisica Nuclare (INFN) community 20 years ago. The driving aim was the intent to popularize physics, and all this started through a web portal. Since then, the general public and, in particular, students and teachers have been engaged with cutting edge topics of modern research in particle and nuclear physics, astroparticle, theoretical and applied physics. During the 20 years from its birth, the ScienzaPerTutti project evolved in many different directions, becoming a reference point in the Italian landscape, with an average of 3000 contacts every day on the web pages and thousands of followers on the facebook profile. The project encompasses a variety of multimedia products like didactic units, research materials, infographics, interviews, book reviews, and, more recently, podcasts. A particular feature of many of these activities is a constant call to action to directly involve the audience, providing a continuous challenge for the ScienzaPerTutti editorial board to improve contents and devise new approaches. This contribution focuses on some of these activities, even if it does not provide an exhaustive description of all the programmes and opportunities that are offered to our public for lack of space. Finally, we provide an outlook on new activities.