There Rome Metro it turned into a literary train thanks to a new initiative called “Every book is a journey”. Launched on October 15th, the campaign is promoted by RAI and the Center for Books and Reading (Cepell), in collaboration with Atac, Rome’s public transport company.
The aim is to encourage passengers to light during their travels, offering an alternative to the usual use of mobile phones. The heart of the initiative is an A line train, entirely decorated with literary quotes and divided into six thematic wagonseach dedicated to a different genre.
Among the genres represented are international literature, historical fiction, epic and adventure, children’s literature, crime fiction and science fiction, and finally poetry and theatre. Each carriage is decorated with extracts from works by great authorslike Luigi Pirandello and Stendhal, and passengers can read the quotes directly from the seats. Furthermore, inside the carriages there are some card with short texts or extracts from literary works that travelers can bring with if to continue reading.
Every journey on public transport can become a moment of cultural and personal enrichment
The campaign was created with the aim of transforming the time spent on public transport into an opportunity to rediscover the pleasure of reading. The idea was born by observing the widespread habit of using cell phones on the subway, often passively.
The objective of the campaign is therefore to combine the digital world with the real oneproposing reading a book as a more engaging and lasting experience, capable of enrich the moments of daily transit.
The project is not limited to just the decoration of the train: one has also been created promotional spotwhich the Rai channels have been broadcasting since yesterday and which sees the participation of Giancarlo Giannini as the narrator. The commercial was also presented at the Frankfurt International Book Fair, one of the most important events in the publishing world, with the aim of promoting reading not only in Italy, but also internationally.
“Every book is a journey” represents an innovative initiative that invites Romans and beyond to discover new worlds through reading, transforming the time spent on the subway into a moment of cultural and personal enrichment. So let’s put away our cell phones and spend our time with something much more enriching like reading!
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