The 'Choose What You Read' guerrilla project enables commuters to have the choice of what they read en route to work. Sure, many stations provide complimentary newspapers, but what if you don't want to read gloomy headlines about murderers, the economy and virus outbreaks?
The 'Choose What You Read' group settles itself in central London's subway stations, dispersing donated books adjacent to the newspaper stands. Each book has a purple logo sticker, and readers are encouraged to bring the books back so that they can be re-circulated.
Free Books for Commuters
'Choose What You Read' Encourages Diversity & Sharing
Trend Themes
1. Community Reading - Creating platforms that encourage communal reading experiences can foster a sense of connection and diversity among commuters.
2. Guerrilla Marketing - Innovative marketing tactics, such as guerrilla projects in public spaces, provide opportunities for businesses to engage with their target audience in unique and memorable ways.
3. Sustainable Circulation - Implementing sustainable practices in book circulation, such as encouraging readers to return and re-circulate books, can promote environmental consciousness and reduce waste.
Industry Implications
1. Publishing - The publishing industry can explore partnerships with initiatives like 'Choose What You Read' to reach wider audiences and tap into the growing demand for diverse reading materials.
2. Transportation - Public transportation companies can leverage the concept of offering free books to commuters as a way to enhance the overall travel experience and differentiate their services.
3. Advertising - Advertising agencies can leverage guerrilla marketing strategies and platforms like subway stations to create disruptive and attention-grabbing campaigns for their clients.