Last month, the Associazione Italiana Edtitori (the Italian Publishing Association) launched a national campaign to promote reading—and book buying. They recruited thousands of social media savvy ambassadors to post messages encouraging young people to read. The group also commissioned a  song by Samuele Bersani and created  this charming video titled Le storie che non conosci (the story that you don’t know), which follows the travels of one beloved book.