“Only those who dream can fly,”“And to her without wings remained the word,” and many other quotes can be found on Rome’s Metro A literary train. As of yesterday, in fact, the “Every Book is a Journey” campaign promoted by Rai and the Ministry of Culture’s Center for Books and Reading, in collaboration with Atac, started to encourage reading on public transport.
A train on Rome’s Metro A line has been completely transformed into a space dedicated to reading, with each carriage representing a different literary genre. Passengers can immerse themselves in quotes from great authors such as Pirandello and Stendhal, which decorate the interior of the train. In addition, there are cards with short texts or excerpts from works, which travelers can take with them.
The initiative aims to transform daily transit moments into reading opportunities, offering an alternative to the passive use of digital devices. Pierluigi Colantoni, director of Rai’s Creative and Communications Area, stressed the importance of balancing digital consumption with real, tangible experiences, such as reading a physical book.
The TV spot
This campaign precedes the presentation of a spot at the Frankfurt International Book Fair (to be held Oct. 16-20). The Frankfurt Book Fair is an important opportunity to spread this initiative internationally, emphasizing the importance of reading as a cultural and personally enriching experience.
The spot, which will be broadcast on Rai channels from October 17 for two weeks, aims to promote the pleasure of reading even while traveling. The narrator of the commercial will be actor Giancarlo Giannini.