According to researches, Brazilians read only 2 books per year on average. People are always running from one place to another. It's hard to find the time to read, unless they read on their way. So, to celebrate World Book Day, L&PM, Brazil's biggest pocket books publisher, created and gave away a collection of pocket books designed to promote reading. They were Ticket Books. Books that had a bult-in RFID card that made them readable by the subway turnstile’s scanners, working as “tickets” to the subway… and to the habit of reading.