New London — Title IX: A Bookstore announced on Thursday a new literary assistance program that aims to increase the number of books available to area residents.

The 345 State St. bookstore has established a Bookstore Community Fund, which is a pay-it-forward type of project where customers can buy a gift card to add to the fund. Then, anyone who needs a book but can’t afford it can use the gift card.

The program launched Thursday with a reception and ribbon-cutting at the bookstore.

All donated gift cards will be housed in a hand-painted mural by award-winning Peruvian artist and writer Juana Martinez-Neal. If someone needs financial help in purchasing a book, all they need to do is take a gift card from the mural as they come into the store and bring it to the register once they are finished browsing.

The initiative was partially funded by the federal Coronavirus Aid, Relief and Economic Security Act as well as a Small Business Emergency Recovery grant.

Title IX first opened its doors as a pop-up shop in November 2020, sponsored under the city’s Pop-Up Shop program, which was supported by federal COVID relief funding. It is now a permanent location.

In accordance with its namesake, the bookstore specializes in a diverse range of literature that explores social change and justice.

The shop is an extension of Bank Square Books, another independent bookstore that operates out of Mystic.