Since kids love the internet, we created a new way for them to access their beloved network: Pass World, the first book that connects you to the internet without chips, wires or any kind of special technology. All kids have to do is read the book and find the Wi-Fi password hiding in the chapters to open a whole world of wonders.

The book was about a kid discovering the letters that could get him into a world of wonders. With breathtaking illustrations and carefully crafted copywriting, PassWorld represents Nat Geo Kid's incessant pursuit of new discoveries.

The book was distributed in restaurants of São Paulo for every kid that asked for the Wi-Fi password. As they wanted the password so hard, they almost didn't realize that they were reading a book.

For the first time ever, a book with no special technology was able to connect several children to the internet.

The activation took place on 8 restaurants in São Paulo. The children loved the challenge to find the letters, and approached the book in a similar way they approach a game. Parents were happy to see theirs kids excited about a book - a good part of them for the first time ever. Over than 1000 books were distributed to help increase this average, at least for these kids, by one more book.

PassWorld is way to talk directly with those who don't read enough: kids. As we knew they spent most of their time on the internet and so little reading books, we made an activation to prove them that books could lead to a fantastic world. And we did it by making our target read a book - even if it was just to discover the Wi-Fi password.

We wanted to talk with children in the most direct way possible. That's why we chose to start this activation on restaurants of São Paulo that received a lot of kids. Every child that asked for the Wi-Fi password, instead received the book and the challenge to find the password by themselves.

As they wanted the password so hard, they almost didn't realize that they were reading a book.

Parents were excited with the news and we were able to increase the number of books read by those kids.

Brazilian kids read a lot less than they should – 2.4 books a year. At the same rate, 83% of them access the internet constantly on their phones and tablets every day. That data proves that kids are willing to read - they are just not reading books.

For Brazil's National Month of Infant Reading, National Geographic had the challenge to try to change this number even by a little bit. With a budget of less than U$15.000, this project was supposed to be scalable and replicated on other countries without obstacles.