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Teen heart throb Sam Concepcion is one of the National Book Development Board’s (NBDB) Get Caught Reading campaign ambassadors. This is aside from the numerous advocacies he is supporting as Youth Ambassador for Education and the Arts, Department of Education’s Youth Role Model, Ambassador for Education and Spokesperson, and World Vision’s Ambassador for Children,.

When the NBDB launched Get Caught Reading in 2007, Sam and his fellow cast members of Super Inggo went on a tour of schools to promote the habit of reading. Sam is also a regular storyteller in the NBDB’s storytelling events in malls, libraries, and schools.

"Reading is like a song. There’s certain feeling you associate with reading a book the same way you’re reminded of something when you listen to songs," says Sam, who at 17 is already a veteran in theater productions. Among his stage roles are Edmund Pevensie in Trumpet’s The Lion, The Witch, and The Wardrobe. He says it helps a lot to re-read the books everytime he plays a character from an adaptation.

Having come from a family of musicians, it was inevitable that Sam would pursue a singing career. As a kid, he was a commercial model. In spite of being busy with theater, promoting his albums, and visiting places all over the country to support his advocacies he does not take for granted his studies. He is currently home-schooled under the International Studies program.

Sam recently released his sophomore album "Pop Class" and is a mainstay in ASAP where he is member of Gigger Boys and A-Pop. Together with other Get Caught Reading celebrity endorsers like Chris Tiu, Nikki Gil, Robi Domingo, Matt Evans, and Karylle, Sam will be participating in many of the NBDB’s readership promotion campaigns.