One theory about how to get people reading is that if you put books in front of them they will read. The London Book Project aims to do just that by distributing thousands of second hand books on the London Underground. The idea is that anyone who finds a book takes it home and reads it, but also that readers register their finds with Book Crossing and when they've finished reading, leave them on the Tube for someone else to pick up. From the London Book Project website:
The London Book Project is a free book exchange on a massive scale. Using the London Underground as a high speed distribution network, we aim to bring real literature to London's commuters. Scrap the freesheets - read a free book instead!
Over the next two weeks we'll be distributing thousands of second hand books across the tube and we want YOU to get involved. If you see one of our books, please pick it up! Then read it and replace with any book of your choice. Let's make the tube a giant, free library!