The inauguration of the 4th edition of the nationwide pro-reading campaign #TataTeżCzyta, organised by the Universal Reading Foundation, took place at the Warsaw Gasworks Museum.
The event was hosted by Szymon Jachimek, and the scientific portion was guest-presented by Adam Mirek and Dorota Ossowska from the Poznan Foundation. During the event, a commercial for this year's campaign, which runs until June 23, was premiered.
This year's slogan is: "because reading develops the brain.". The campaign encourages men, especially fathers, but also all those who can become male role models, to actively engage in
into reading together with children – and shows that reading in the family builds both cognitive skills and lasting relationships. The campaign's strategic partner is the Lajkonik brand.
New spot now available – watch and share.
During the event there was premiere of this year's spot with the participation of Zbigniew Boniek, which supports the initiative. The former football player and coach met with a group of children on set at the Big Book Cafe, and the day of filming included reading and conversations. The spot, once again based on a concept by the Brain creative agency, was produced by OTO.Film and Orka Film, and this year's version was directed by Maciej Kowalczuk. It will be broadcast on television, cinema, and radio.
The spot is also available online: The official spot of the #TataTeżCzyta2026 campaign.
Different environments, one message
This year's edition is supported by a wide range of ambassadors – and this diversity sends a message: reading is not for everyone. The campaign is represented by, among others, Tomasz Majewski, Anna Dereszowska, Łukasz Orbitowski, Tomasz Rożek, Tomasz Smokowski, Wojciech
and Marcin Mann, Łukasz Stanek, and Michał Gulczyński. Athletes, people of culture, scientists, fathers
from social media – each of them, women included, are perfect examples and speak to a different audience.
Why does dad ALSO read?
The campaign shows how, what, and why it's worth reading with your child. It also highlights the need to build male role models who read, as engaged fathers spend time with their children.
They engage in various activities – they play sports, have fun, do many interesting things, but also read. The organizers want this to be visible, and for reading itself to become a natural part of everyday life. Early reading develops the brain, builds relationships, and shapes habits. Research also shows that when reading together, fathers are much more likely to go beyond the text, relate the story to the child's experiences, ask open-ended questions, initiate discussion, argue with the characters, improvise, perform with their voice, and encourage the child to think abstractly and interpret.[and]. They introduce their own, slightly different style – and that's why it's important for both parents to read it.
A campaign that every seventh Pole already knows
#TataTeżCzyta takes place every year at the turn of May and June, when we celebrate Mother's Day, Children's Day and Father's Day - perfect occasions to use for giving book gifts
to read together and build home libraries. According to research, people with secondary education grew up in homes where there was a minimum
80 books, they have the same competences as university graduates from homes where there were few books[ii].
Thanks to the three editions so far, the campaign has already built recognition
at the level of 14% nationwide – this result places it high among pro-reading initiatives in Poland.
Join us – every vote counts
The campaign is open to all – schools, libraries, bookstores, parents, and businesses are welcome to join. The idea is to invite everyone to speak out loudly in May and June – that we read every day, because it's truly worth it.
During the inauguration, an online challenge to be offline was also launched. The organizers have prepared ready-made graphics for download and use in posts and stories with the slogan: „"I'm not here. I'm reading [to the child]. And you?"” The paradox is intentional – social media as a tool to encourage others to
They put them aside for a moment. Because the best answer to that question is: I read too. And there's a photo to prove it. Free materials and a guide with book recommendations are available at: www.tatatezczyta.pl
Organizer: Universal Reading Foundation.
Strategic partner: Lajkonik
Supporting partner: Poczta Polska
Honorary patron: National Library
Campaign originator: Tatarak Publishing House
Full list of partners and campaign details available at: www.tatatezczyta.pl
[and] Research: Elisabeth Duursma (First Language, 2016); Korat, Ron and Klein of Bar-Ilan University (2008)
[ii] Joanna Sikora, MDREvans, Jonathan Kelley, Scholarly Culture
