20% parents started reading to their children thanks to the #TataTeżCzyta campaign – a nationwide pro-reading campaign with record reach and growing recognition
Campaign #TataTeżCzyta, whose goal from 2023 is to invite men to read – fathers, grandfathers, brothers, has proven its effectiveness. Research conducted pro bono by Research Collective shows that 20% of parents started reading to their children under the influence of the campaign, and almost 60% participants declared that the campaign encouraged them to read books more often*.
The culmination is in May and June – but we build a habit that will last the whole year
The campaign, created by the Universal Reading Foundation and Tatarak Publishing House, focuses on media activities, events, and educational campaigns, primarily in the spring – in May and June. This is when television and radio spots are broadcast, reading events are premiered, and educational materials are widely distributed.
The strength of the #TataTeżCzyta campaign, which also confirms its impact, is the increasingly visible presence of the narrative throughout the year. It is an open initiative that does not cease when official activities end.. Grassroots activities are undertaken throughout the year – in libraries, schools, kindergartens, fathers' clubs and local cultural institutions. Thanks to this, the action becomes a social movement, not just a one-off campaign.
„"We wanted the campaign to be more than just a one-off firework, but an impulse for lasting change. Today we can say that #TataTeżCzyta is becoming a visible, present topic before our eyes, and a true catalyst for change. It's incredible." says Agnieszka Nyc, campaign coordinator.
#TataTeżCzytaNaWakacjach – response to "„summer slide”
The new thing in this year's edition was the slogan #TataAlsoReadsOnHolidays. The organizers emphasize that summer is a natural time for reading together – families spend more time together, and books can accompany travel, the beach, or relaxing at home.
Importantly, summer reading also has an educational aspect. Educators and psychologists warn that children who completely put books aside during the summer are at risk of so-called. „"summer slide"” – that is, a regression in acquired language and reading skills. Research shows that even a break in reading practice of just a few weeks can result in a decline in reading skills and difficulties returning to learning in September. Therefore, reading together as a family during the summer holidays is crucial for maintaining and developing children's competences, as well as facilitating a smoother return to school.
Record reach and real impact
2025 edition of the #Tata campaign Also Reads this:
- above 150 million ad contacts,
- 1100 spot broadcasts on television, hundreds of radio broadcasts and presence in cinemas,
- over 100 partners – publishers, distributors, cities, non-governmental organizations and companies, including Lajkonik, Orlen and Biedronka, which promoted the campaign in 3,600 stores
throughout Poland, where book stands appeared, prepared by Platon, one of the distributors, - distribution of 75,000 printed guides about why, how and what to read
with a child: "Superpower of Books #TataTeżCzyta" (also downloaded online) and tens of thousands posters, bookmarks and notebooks, - collection of clothes and gadgets accompanying the campaign, from Nadwyraz.com.
Change that's visible in the numbers – and in homes
In addition to the aforementioned change in reading attitudes among parents, The campaign's visibility has also increased. Today, it's 14% nationwide.. – "We believe that after three years of activity, this is an excellent result, and we want it to increase each year. All institutional partners, as well as ambassadors, who join the campaign demonstrate their enormous social responsibility and serve as role models for us all. Lack of reading is a major civilizational problem today. We thank everyone who joins us in encouraging reading as a tool for building development, democracy, and social inclusion." says Maria Deskur, president of the Universal Reading Foundation.
„"By supporting FPC projects, including the #TataTeżCzyta campaign, as a "reading company," Lajkonik wants to be part of true social change, believing in the enormous benefits of reading. We strive to spread the value of regular reading and support good habits among employees and our consumers." says Monika Pawłowska, Brand Manager at Lorenz PSA.
The organizers emphasize the importance of collaboration in achieving this goal. The media results – millions of dollars in reach online, on television, and in radio, as well as in outdoor advertising – are only possible thanks to the pro bono support of committed partners.
„"For the second year in a row, we have participated in the #TataTeżCzyta campaign, measuring its effectiveness. We are pleased with the excellent results achieved in such a short time. This year has confirmed that this is a social initiative that influences not only changes in beliefs but also specific behaviors, which is always the most difficult thing. We see that a campaign based on good observation, i.e., insight, is effective." emphasized Paweł Ciacek, Managing Partner of Research Collective.
Research and campaign experience confirm one thing: Children are much more likely to read if they see adults – including fathers and grandparents – with a book in their hand.
ORLEN, one of the campaign partners, believes in the initiative's real impact on shaping attitudes and values. "For our brand, building social bonds was crucial in this project. The importance of interpersonal relationships, but also supporting individual development, is extremely important to us. Therefore, we naturally invited members of the ORLEN Team, who share the campaign's values, to participate." says Lidia Kołucka, Executive Director for Sponsorship at ORLEN.
„"I want to be a role model for my children. Not just because of what I do or my athletic successes. Above all, I want to be a good father to them, one who not only does cool things but is also close to them. I read to them because this time together is the best thing I can give them and myself." adds Bartosz Zmarzlik, athlete, campaign ambassador.
„"We wanted to break the stereotype that books are the domain of mothers and teachers. If we want children to treat books as something natural and attractive, it's important that they see both their mother and father with them. Both female and male reading role models among adults are very much needed." emphasizes Monika Wróbel-Lutz from the Tatarak publishing house.
Why is this so important?
„I read to my child, I taught him to read,” says Wojciech Mann, ambassador of #TataTeżCzyta, in this year’s campaign spot. This slogan emphasizes that reading to children educates, brings them closer together and pays off in the future.
The organizers remind us that spending time with a book not only supports children's linguistic development and creativity. It also builds bonds, a shared ritual, and an emotional foundation that lasts a lifetime.
Education and Community Engagement
In total, this year's campaign activities covered 400 locations – from the largest cities to small towns and villages. Meetings are still being held in libraries, community centers, schools, and kindergartens across Poland, where fathers, grandfathers, and older brothers sit down with their children to read together. So far, over 2000 such events.
The involvement of libraries, kindergartens, local governments, parents' clubs, and local business representatives not only increases the campaign's visibility in many regions, but also creates a real change in the way people think about reading., as an important activity, good for children's development and strengthening relationships in families.
The campaign involved fathers, grandfathers, older brothers, as well as athletes, soldiers, police officers and representatives of various professions who read to children, setting an example that literature can be present in everyone's daily life.
„"We strive to incorporate the #TataTeżCzyta campaign into many local initiatives. We encourage everyone to do so. Such activities can accompany events directly related to reading, but also wherever books become an interesting, sometimes surprising invitation to spend time together, often in a previously undiscovered form." says Adrianna Walendziak, Provincial Public Library in Olsztyn.
The importance of activities in local communities is confirmed by Tomasz Iwasiów from the Municipal Public Library in Zabrze: „"Incorporating a reading campaign into a community development strategy is incredibly important. It's worth setting an example, getting involved in reading promotion yourself, and showcasing valuable initiatives. The #TataTeżCzyta campaign is undoubtedly one such example – we also target this slogan at men, locally."”
Plans for the future – even more books, even more fathers
The organizers are already announcing the edition #TataTeżCzyta 2026, which is scheduled to launch in May of next year. Plans include new materials, further expansion of cooperation with partners and brick-and-mortar bookstores, and an intensive media campaign. At the same time, they encourage regular reading for yourself and your children. It's worth taking advantage of the materials that are permanently available on the website. www.tatateczyta.pl.
#ReadingDad is a nationwide social campaign encouraging fathers and men to read together with their children. Its goal is to build a reading culture, counteract the decline in children's interest in books, and build good reading habits and role models among men.
*Research Collective 2025