 Concepcion, on his talk highlights the importance of literacy, English proficiency, finding one's talent, and excelling in school.Having joined many government campaigns like "Go Negosyo," and "Anti-Smoking Campaign of the World Health Organization," Dep Ed National Director Joey Pelaez is amazed at Sam's drawing power among the youth.He also becomes one of the National Book Development Board's (NBDB) "Get Caught Reading campaign" ambassadors in 2007.