Michele Gentile is the owner of a bookstore in Polla Italy with a population of just over 5000 people. And yet he has started an initiative that is resonating all over Italy. In his bookshop children can exchange a plastic bottle and a tin can for a brand new book. The idea was to tackle two big issues at the same time; getting children to read more and teaching them how to take better care of the environment and the initiative seems to be working. Hundreds of students have participated from schools all over Italy and Gentile hopes the idea will spread even further. “In the world there are 2 billion children and adolescents and if all of them would recycle a plastic bottle in exchange for a book the world would be a very different place” he said.