In an effort to get more people reading, people in Brazil can use books as a train pass with the Ticket Books campaign. Created in collaboration with book publishing firm L & PM Editores and transportation company Via Quatro, the reading initiative was conceived by Agencia Africa. The promotion involves pocket-sized books that double as subway tickets.
The Ticket Books are available at subway station turnstiles. Each book acted as a train pass for ten rides. One book can be recharged online for more rides, or given to a friend to spread the literary love.
This is certainly a practical way to promote reading, especially for commuters or students who rely on public transit to get to school.