The ideas for this campaign started from our desire to encourage pleople to read in the public transportation, in stations, in waiting rooms, basically in those moments of doing nothing. To start with, we tought to put free books in buses, books that anybody could borrow or trade with other books. We started implementing this idea, but at every step, the things seemed to get more and more complicated, and the chances of it materializing diminished considerably. After giving some second toughts, we had come to the conclusion that the best motivation for people to read in the bus would be free transportation if they would read while traveling. During a live talk at a local radiostation, Napoca FM with Cluj-Napoca’s Mayor, Emil Boc, Victor proposed to him that one day, each month, readers should travel for free with public transportation. The idea was welcomed, but its implementation took time because of bureaucratic reasons.
2015 was the year when free transportation was available for readers. The news about this new and unique way of encouraging reading, traveled fast around the world, and was written about in over 20 languages, being shared to tens of millions of people.