Books double as metro tickets to promote reading in Brazil
In a big city like São Paulo, where commute means a few hours in traffic or waiting at bus stations, reading in public transport is a common habit and, also one that should be encouraged. In order to promote reading, Brazil’s biggest pocket book publisher L&PM Editores decided to do something different to celebrate World Book Day.
L&PM worked with ViaQuatro Metro to distribute 1,500 free books to daily commuters – ۳۰۰ of these books came with a little something extra: they double as metro tickets that can be recharged. The action, signed by Agência Africa, was named Ticket Books.