On World Book and Copyright Day, the Universal Reading Foundation and Tatarak Publishing House announce another edition of the #TataTeżCzyta2025 campaign. The aim of the initiative remains to promote reading among men – a group that, according to data, still reads much less than women. As shown by the latest report of the National Library on the state of reading in 2024, 47% women and 35% men declare that they read, which means that over 30% more women than men read.
Last year's campaign was a huge success, with over 100 million views in traditional and online media. Fathers, schools, libraries, companies and institutions all got involved. This year's edition, under the slogan "Reading Connects", emphasizes that reading together with a child not only develops, but also builds strong emotional bonds. In the new version, the organizers point out that both reading and sports are activities that parents can – and even should – undertake together with their children, treating them as a form of entertainment and a source of joy. Regular reading affects the brain in a similar way to how physical activity affects the body.
The #TataTeżCzyta2025 campaign will involve as many as 50 publishing houses, each of which will offer one book marked with a special campaign logo. The titles will be divided into age categories and presented in an information brochure, which will also include advice on how and why it is worth reading with children at different stages of development. The guide will be available free of charge both in paper and online at www.tatateczyta.pl. The campaign will also be joined by libraries, schools, kindergartens, cultural centers and bookstores, which will organize reading meetings with various gentlemen in the leading role, as well as distributors and numerous online bookstores, which will support the online campaign.
The Lajkonik brand became the strategic partner of the campaign, known for its earlier support for the Reading Rescuers program implemented by the Universal Reading Foundation. Reading connects, it is an element of building common relationships and memories. As a brand that values tradition, family values, we want to be part of important initiatives that support the development of adults and children. – says Monika Pawłowska, Junior Brand Manager, Lorenz Polska. The campaign is also supported by the National Centre for Culture, whose director, Robert Piaskowski, adds: Joint actions to raise children in a reading culture and build the habit of daily contact with books as a source of pleasure and knowledge, through reading together with the youngest, are of fundamental importance. This is the best investment in the future of our children and the development of our society. When reading with children, regularity is important – it increases the chances that they will grow into adult readers. Building the habit of reading from early childhood is also highlighted in the long-standing history of the "Świerszczyk dla Dzieci" Magazine. The magazine is one of the best ways to build a reading habit. "Świerszczyk" began its work exactly 80 years ago and we still regularly offer children a variety of stories: prose, poems, puzzles or comics, so that the adventure of reading is combined with the selection and building of a literary taste for life – says Małgorzata Węgrzecka, editor-in-chief of “Świerszczyk”, which, together with the organizers of #TataTeżCzyta2025, invites parents to support regular reading. The 80th anniversary of Świerszczyk is an additional obligation for us. Building critical thinking in the young brains of our recipients through reading is an even more important task in times of global crisis of resistance to manipulation. – adds Andrzej J. Kozłowski, president of the Nowa Era publishing house.
One of the basic factors that increases the possibility of reading is of course access to books. That is why libraries and stationary bookstores are such important partners for all activities popularizing reading. But it is also important for books to be available in places that are less directly associated with reading - to be a part of everyday life, a bit like many other products. This year, Biedronka is joining the campaign, thanks to which #TataTeżCzyta will appear on dedicated stands in over 3,500 stores of the chain throughout Poland. The organizers emphasize that in addition to borrowing books, a child should have their own beloved books. Therefore, the possibility of buying a given book is very important, in addition to a warm invitation to borrow many books from the library for free. Cooperation with Biedronka is part of this strategy of building access to books. Jeronimo Martins has been involved in promoting reading for over 10 years, organizing the "Piórko" competition, in which we reward debuting authors of children's books. Reading has a hugely positive impact on every reader; we are therefore extremely happy that Biedronka can contribute to the development of competences of its customers and their families. - – both by organizing a competition and selling books in almost all of its stores emphasizes Arkadiusz Mierzwa, Communication Director of the Biedronka chain.
The organizers of #TataTeżCzyta have been talking about the positive impact of reading for three editions of the campaign. So far, the initiative has been supported by famous actors, sports journalists, athletes and influencers. This year, one of the new Ambassadors is rally driver Rafał Sonik – with a message encouraging reading to children and thus building mutual relationships. In a world where more and more things are done for us by machines, it is worth cultivating what is human. Reading to a child – a seemingly simple thing – is in reality one of the most beautiful forms of being together. When a father sits down with his son to read a book, a shared adventure begins. Not only imagination and curiosity about the world develop, but above all closeness, which lasts a lifetime. Such moments build a relationship stronger than many a joint expedition! – encourages the winner of the Dakar Rally. Readers who talk about how much reading gives them are very important. The Universal Reading Foundation emphasizes that reading is for everyone and the need to promote it is as obvious as encouraging sports, and for the same reason – we should read for health and pleasure, regularly, a little, just as we should move a little, not competitively, but regularly. It is no wonder that The campaign Ambassadors include players from the Trefl Gdańsk and Trefl Sopot basketball teams – reading fathers who are keen to talk about why and how they read with their children.
The official inauguration of the campaign will take place on May 15 this year during the Warsaw Book Fair. On that day, at 3:30 p.m., the Museum of Modern Art will host a unique improvised performance, “#TataTeżCzyta – TATA TEŻ IMPROWIZUJE” performed by the Jachimek-Tremiszewski Trio. The formula of the event will refer to fathers reading to children – full of free improvisation, voice modulation and joint discovery of content.
The program includes a large dose of good fun and stories full of surprising twists. All visitors to the fair will be able to take part in the show. Also in May, a new campaign spot will premiere. – broadcast in the media and public space, showing the long-term impact of reading together. It will feature a father and son, whom we will meet soon.
The campaign, as every year, remains open to all those who want to participate – parents, librarians, teachers, activists, companies, local governments and literally anyone who wants to get involved. New materials, brochures and gadgets will be available free of charge and will help organize local reading activities.
