Brazil Gives Out Books That Double as Subway Tickets, Promoting Literacy & Mass Transit at Once

One of the things I miss about liv­ing in a city with a sub­way sys­tem is the myr­i­ad thought­ful design ele­ments that go into man­ag­ing a per­pet­u­al flow of tourists and com­muters. New York’s sub­way map presents us with an icon­ic tan­gle of inter­lock­ing trib­u­taries resem­bling dia­grams of a cir­cu­la­to­ry sys­tem. The NYC system’s inge­nious­ly sim­ple graph­ic pre­sen­ta­tion of let­tered and num­bered trains, encir­cled in their cor­re­spond­ing col­ors, can be read by most any­one with a rudi­men­ta­ry grasp on the Eng­lish alphabet—from a new lan­guage learn­er to a small child. The Wash­ing­ton, DC sub­way sys­tem, though a much more pro­sa­ic affair over­all, whisks rid­ers through impres­sive­ly cav­ernous, cat­a­comb-like sta­tions, with bru­tal­ist tile and con­crete hon­ey­combs that seem to go on for­ev­er. The squig­gly lines of its col­or-cod­ed map like­wise promise ease of use and leg­i­bil­i­ty.

And then there are the hours of read­ing time grant­ed by a sub­way com­mute, a leisure I’ve relin­quished now that I rely on car and bike. So you can imag­ine my envi­ous delight in learn­ing about Brazil’s Tick­et Books, which are exact­ly what they sound like—books that work as sub­way tick­ets, designed with the min­i­mal­ist care that major tran­sit sys­tems do so well. And what’s more, they’re free: “To cel­e­brate World Book Day last April 23rd,” writes “future-for­ward online resource” PSFK, “[Brazil­lian pub­lish­er] L&PM gave away 10,000 books for free at sub­way sta­tions across São Paulo. Each book came with ten free trips.” Rid­ers could then recharge them and use the books again or pass them on to oth­ers to encour­age more read­ing, an impor­tant pub­lic ser­vice giv­en that Brazil­ians only read two books per year on aver­age.

With sub­way map-inspired cov­ers designed by firm Agên­cia Africa, the books include The Great Gats­by, The Art of War, Ham­let, Mur­der Alley by Agatha Christie, Hun­dred Love Son­nets by Pablo Neru­da, and more (includ­ing com­ic col­lec­tions from Charles Schulz and Garfield’s Jim Davis). Watch an explain­er video at the top of the post and see some love­ly images of the book cov­ers above. The cam­paign won three tro­phies at the Cannes Lions Fes­ti­val in the cat­e­gories “Pro­mo,” “Out­door,” and “Design,” and has proved so pop­u­lar that pub­lish­er L&PM has expand­ed the project to oth­er Brazil­ian cities, giv­ing me yet more rea­son to vis­it Brazil. And if Tick­et Books makes its way to a sub­way-enabled city near me, I may con­sid­er mov­ing.

via PSFK

Relat­ed Con­tent:

Design­er Mas­si­mo Vignel­li Revis­its and Defends His Icon­ic 1972 New York City Sub­way Map

Com­muters Can Down­load Free eBooks of Russ­ian Clas­sics While Rid­ing the Moscow Metro

55 Cov­ers of Vin­tage Phi­los­o­phy, Psy­chol­o­gy & Sci­ence Books Come to Life in a Short Ani­ma­tion

Artist Ani­mates Famous Book Cov­ers in an Ele­gant, Under­stat­ed Way

Josh Jones is a writer and musi­cian based in Durham, NC. Fol­low him at @jdmagness