# Subway Reading Initiatives Each Book Acts as a Ten Ride Train Pass to Promote Reading in Brazil By Alyson Wyers | Published 2015-11-27 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/train-pass References: [psfk](http://www.psfk.com/2015/11/books-double-as-subway-tickets-brazil-lpm-editores.html) & [ticketbooks.br](http://ticketbooks.com.br/) 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](https://www.trendhunter.com/trends/library-of-us) 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](https://www.trendhunter.com/trends/pizza-hut-book-it-promotion), especially for commuters or students who rely on public transit to get to school. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 57% | Activity: 52% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) > [Transportation](https://www.trendhunter.com/transportation) ## Key Themes ### What Makes This Trend Stand Out - **Subway Reading Initiatives:** Using books as train passes to promote reading in public transportation. - **Ticket Books Campaign:** Creating pocket-sized books that double as subway tickets to encourage reading. - **Literary Love Promotions:** Recharging books online for more rides or sharing them with friends to spread the love of reading. ### Sectors Adopting This - **Publishing:** Innovative publishing companies can explore partnerships with transportation companies to create dual-purpose books that promote reading. - **Transportation:** Public transportation companies can collaborate with publishing firms to offer unique incentives for passengers through reading initiatives like using books as train passes. - **Education:** Schools and educational institutions can incorporate the Ticket Books campaign to encourage reading and make it more accessible for students who rely on public transit to get to school. ## Related on Trend Hunter - [Pasta Box Tickets](https://www.trendhunter.com/trends/togetherness-tickets.md) - [Travel-Themed Book Recommendations](https://www.trendhunter.com/trends/the-reading-route.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Library-Based Inequity Initiatives](https://www.trendhunter.com/trends/latin-america-memorial-library.md) - [Literature-Inspired Packaging Designs](https://www.trendhunter.com/trends/good-to-read.md) - [Communal Reading Events](https://www.trendhunter.com/trends/reading-rhythms.md) - [Cross-Region Ticketing Apps](https://www.trendhunter.com/trends/moovit-ticket-purchasing.md) - [Pizza-Branded Reading-Encouraging Apps](https://www.trendhunter.com/trends/book-it-app.md) - [Affordable Public Transport Initiatives](https://www.trendhunter.com/trends/public-transport.md)