Curitiba Bookstore hijacked menus to get people to reflect on their reading habits.
Reading is not a popular habit in Brazil. In a survey of reading habits, Brazilians came 27th out of 30 countries.
So to celebrate World Book Day, Curitiba Bookstore hijacked pages everyone is used to flipping to encourage people to read more.
The campaign was shared on Curitiba Bookstore's social channels.