Taxi of Knowledge: Reading on the road

"Next time you ride into a white cab in Cairo, go through the small book collection attached to the driver’s backseat.

Around 200 white cabs have joined the “Taxi of Knowledge” initiative launched by Alef Bookstores last April.

“Taxi of Knowledge,” was conceived in May 2010 as a way to make reading a daily habit among Egyptians from the middle class. After a successful two-month trial period, Alef decided to fully implement the project in 2011.

The bookstore lends taxi drivers five books to place in their cars for free. They can exchange them with others from Alef’s collection at any time"

http://www.almasryalyoum.com/en/node/467156