{"id":993940,"date":"2025-05-16T09:20:00","date_gmt":"2025-05-16T07:20:00","guid":{"rendered":"https:\/\/www.fpc.org.pl\/?p=993940"},"modified":"2025-05-16T13:55:26","modified_gmt":"2025-05-16T11:55:26","slug":"tatatezczyta2025_czytanielaczy","status":"publish","type":"post","link":"https:\/\/www.fpc.org.pl\/eng\/tatatezczyta2025_czytanielaczy\/","title":{"rendered":"Reading connects! The third edition of the nationwide #TataTe\u017cCzyta2025 campaign has launched."},"content":{"rendered":"
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Why do men read less than women, and how can we change that? This is the question posed by the organizers of the nationwide #TataTe\u017cCzyta campaign, which, for the third time, invites fathers, guardians, and other family members to read together with their children. Why is it worth it? The answer is simple: because reading connects!<\/strong><\/p>\n

Reading connects, or the interdisciplinary dimension of reading promotion \u2013 Discussion panel for educators, librarians and reading promoters<\/strong> \u00a0<\/p>\n

This is the slogan of this year's campaign, organized since 2023 by the Universal Reading Foundation and Tatarak Publishing House, which is becoming increasingly visible each year. This is another year of activities that highlight the importance of reading together as a tool for building strong relationships, shaping attitudes, and supporting children's emotional development. Ambassadors, publishers, distributors, bookstores, as well as cities, institutions, libraries, schools, preschools, and companies are participating. Above all, however, the initiative is engaging a growing number of fathers who read to their children.<\/p>\n

The #TataTe\u017cCzyta campaign is accompanied by a commercial that has already appeared in the media and public spaces. This year, the Ambassadors, \u0141ukasz "Juras" Jurkowski, \u0141ukasz Dominiak, Janek D\u0105browski (JDabrowsky), and other famous fathers, were joined by others this year, including Rafa\u0142 Sonik, Wojtek Fiedorczuk, Karol Solar Poziemski, Krystian Hanke, Zygmunt Mi\u0142oszewski, and Andrzej Deskur. The campaign is also supported by basketball players from the Trefl Sopot team and volleyball players from the Trefl Gda\u0144sk club. \u00a0<\/p>\n

The entire initiative is intended to be inspirational; the organizers want to not only broadly invite men to read to their children but also equip them with the right tools. That's why the campaign is accompanied by a publication \u2013 a guide for parents and guardians, "Superpower of Books #TataTe\u017cCzyta2025," which answers questions like: why is it worth it? How and what to read with your child? is available for free in the online version (<\/strong>www.tatatezczyta.pl<\/a>).<\/strong><\/p>\n

The role of men in shaping children's reading habits<\/strong><\/p>\n

This year's National Library report confirmed that in Poland, more women than men still read books. The gender gap in reading levels is as much as 12 percentage points. The emotional relationship to reading is similar in both groups. In seeking the reasons for this, the organizers emphasize the connection between reading and education, as well as the aspect of socialization within the family environment. They strongly emphasize the importance of male reading role models, which will support the formation and nurturing of reading habits in childhood. These, in turn, will translate into the habit of reaching for a book in adulthood, and importantly \u2013 for pleasure!<\/p>\n

Many studies confirm the positive impact of reading on children's development, but also the importance of reading together for building parent-child relationships and strong family bonds. Reading provides an opportunity for conversation, which is especially important for toddlers, but building this habit should begin as early as possible.<\/p>\n

The #TataTe\u017cCzyta campaign has an open format \u2013 because reading should be done regularly, year-round. However, we are taking this topic particularly seriously during this special time of year, when we celebrate Mother's Day, Father's Day, and Children's Day. These are wonderful family holidays and opportunities to talk about the best we can give to our children \u2013 and that is precisely our time and presence, which go hand in hand with shared reading and conversation. <\/em>says Agnieszka Nyc, manager
and campaign coordinator.<\/p>\n

The PIECE report (Leeds University Business School) presents research findings on the impact of fathers' involvement in children's educational lives. The analysis showed that greater father involvement in structured, educational activities, such as reading, playing, and storytelling, has a unique and significant impact on children's achievement in primary school.<\/p>\n

Reading the Connections \u2013 Improvisation, Dialogue and Closeness
<\/strong>Harvard University research has found that questions asked by men during reading provoke challenging "imaginative discussions" and significantly support children's language development. This interactive way of reading, full of dialogue and mutual engagement, perfectly aligns with this year's campaign slogan: "Reading Connects"<\/strong>. It reflects how literature becomes a bridge that connects and deepens parent-child relationships.<\/p>\n

Many studies clearly demonstrate the enormous importance of engaging children in interactions around books. It has been shown that fathers, in particular, are willing to criticize books and challenge them, which has great developmental benefits for children by stimulating their responses. Kudos to all the reading fathers, grandfathers, and uncles who are willing to disagree with the plot. We invite everyone to join in the disagreement \u2013 Dads, but also reading mothers! <\/em>emphasizes Monika Wr\u00f3bel-Lutz, head of Tatarak Publishing House.<\/p>\n

Reading together, like improvisational theater, has the incredible power to stimulate the imagination and engage children in creating book worlds. During the improvised performance to launch the campaign: "#TataTe\u017cCzyta \u2013 DAD ALSO IMPROVISES"<\/strong>, which took place on May 15 at MSN Jachimek-Tremiszewski Trio and Ambassadors of the campaign #TataTe\u017cCzyta2025<\/strong> showed how fathers' creativity, openness and improvisation can strengthen the relationship with their children and proved that "Reading connects".<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Working with text and reading is part of my job as an actor, but it's also something I do for pleasure. I try to be a reading role model for my son because it's one of the activities that's good for us\u2014like sports, it's part of a healthy lifestyle. It's very important.
in raising children, in which fathers should actively participate! <\/em>\u2013 says Mateusz Banasiuk, actor and campaign ambassador.<\/p>\n

This year's cover of the guide "Superpower of Books #TataTe\u017cCzyta2025" highlights the similarity of reading as an activity to practicing sports. The latter is clearly associated with health care, quality time, and the initiative that parents \u2013 often fathers \u2013 take to care for their children. Meanwhile, reading is to the brain what sports are to the body. Time with a book should be treated as a daily activity supporting health and development. However, the similarities don't end there. The campaign encourages people to discover the joy of reading and the pleasure of being together. It shows reading as <\/strong>a universal form of development available to everyone \u2013 regardless of gender, age, education or environment.<\/p>\n

Reading is a common thing
<\/strong>Into the campaign #TataTe\u017cCzyta2025<\/strong> A diverse range of groups are involved pro bono: from publishing houses, libraries, schools, and preschools to businesses, cultural institutions, and city governments. This broad partnership confirms that reading can and should be a shared cause\u2014across divisions, industries, and social groups. All sectors should be involved\u2014true change in reading behavior requires broad action and a shift in thinking about reading.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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As many as 50 publishing houses are participating in the campaign<\/strong>, each of which recommends one book marked with a special campaign logo. The titles are divided into age categories and collected in a guide. "<\/strong>The superpower of books #TataTe\u017cCzyta2025\u201d.<\/strong> The campaign is also supported by distributors and printing houses, thanks to which 75,000 copies of the publication will be distributed free of charge to selected bookstores, libraries, schools, preschools, and cultural institutions in the campaign's partner cities across Poland. Distribution partners and publishers are also actively involved in promoting the campaign.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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It is also supported pro bono by a growing number of partners. Honorary patronage National Library<\/strong>, also involved, among others:. National Center for Culture<\/strong> and cities, including Zabrze, Olsztyn and Gda\u0144sk.<\/strong> The brand became the strategic partner of the campaign Lajkonik<\/strong>, which has already supported the Foundation's activities under the program Reading Rescuers<\/em>.<\/p>\n

Lajkonik products have been present in Polish homes for generations \u2013 accompanying family moments, building the sense of shared time. We would like books to become an equally natural part of everyday life \u2013 accessible, read, and shared. We are therefore pleased to be part of the #TataTe\u017cCzyta initiative, which supports and motivates men to read to young children. In line with our organization's mission, based on shared responsibility.
and joy of life, we are happy to make consumers aware that reading is an investment in the development of future generations and great fun with loved ones. Together with the Universal Reading Foundation, we are playing with slogans and showcasing "books to munch on." For us, this is<\/em><\/p>\n

a natural extension of what we do every day \u2013 connecting people with what is good and common<\/em> \u2013 says Monika Paw\u0142owska, Junior Brand Manager, Lorenz Polska.<\/p>\n

Business involvement in a reading campaign is an example of socially responsible action that brings real value\u2014promoting reading and building stronger family bonds. Thanks to the collaboration of various sectors\u2014from culture, through education, to business.
\u2013 books become more accessible and reading becomes more present in everyday life. This is CSR that not only supports an important goal, but also genuinely changes social habits \u2013 showing that caring for the future begins with a page read together.<\/strong><\/p>\n

\u00a0<\/strong>This year, the group of companies involved in the campaign is also joined by ORLEN<\/strong>. For us, involvement in the #TataTe\u017cCzyta campaign is a natural extension of our efforts to support education and build strong social bonds. As a brand with a broad reach, particularly among men, we want to encourage fathers to actively participate in their children's development, including through daily reading. By supporting this initiative, we believe it will have a real impact on shaping attitudes and values. <\/em>says Lidia Ko\u0142ucka, Executive Director for Sponsorship at ORLEN.<\/p>\n

The campaign organizers emphasize that although Libraries play an extremely important role in promoting reading<\/strong>, it is extremely important to be able to own books \u2013 books that a child will love, which they will return to, and which will become part of their personal history. Reading begins with a book<\/strong> \u2013 that's why the promotion of children's literature (especially on Children's Day) is an integral part of the #TataTe\u017cCzyta2025 campaign. The availability of books is crucial in this case. This year, the campaign was joined by Biedronka chain:<\/strong>
in over 3,500 stores<\/strong> Dedicated stands with books marked with the #TataTe\u017cCzyta2025 logo are available throughout Poland, which can be a great inspiration when choosing a book as a gift. Books in everyday life \u2013 next to the most necessary products, they are becoming an equally natural element of shopping<\/strong>. Joining #TataTe\u017cCzyta was a natural consequence of our long-standing commitment to reading. This year, we are awarding the Biedronka Award for the children's book Pi\u00f3rko for the eleventh time, and I also warmly invite all debut authors to participate in the illustration stage of the competition, which we are now announcing \u2013 <\/em>adds Arkadiusz Mierzwa, Corporate Affairs Director at Jeronimo Martins Polska.<\/p>\n

Organizations are also participating in promoting reading among men under the slogan #TataTe\u017cCzyta. The Zmiana Foundation, as part of its "Books in a Box" initiative, will collaborate with prisons to distribute brochures and books so that inmates can also discover reading for themselves and their children. Last year, similar initiatives were undertaken at the Gorz\u00f3w Wielkopolski Correctional Facility \u2013 this time, they will be scaled up.<\/p>\n

The clothing company NadWyraz.com is also supporting the campaign, creating for the second time an accompanying collection with T-shirts and gadgets related to the theme, under the slogan #TataTe\u017cCzyta.<\/p>\n

The Power of Example \u2013 Famous People Also Read
<\/strong>Reading with children is a daily ritual that is worth supporting and promoting publicly.
\u2013 that is why the #TataTe\u017cCzyta2025 campaign was joined by other well-known and popular representatives of the world of culture, sports, media and the Internet.<\/p>\n

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Since becoming a father, I've tried to spend as much time as possible with my children. I also make sure it's quality time \u2013 we play together and read books together. I show my sons that their dad is into all sorts of cool things, their dad plays sports, and their dad also reads!<\/em> \u2013 says Bartosz Zmarzlik, athlete and campaign ambassador.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Thanks to their involvement, the campaign is gaining not only reach, but also genuine support in building social change \u2013 because when famous people read, they inspire others to do the same.<\/p>\n

The power of the image, the power of the message
<\/strong>This year's edition of the #TataTe\u017cCzyta campaign is accompanied by a unique spot promoting the idea of reading together, with the participation of Wojciech and Micha\u0142 Mann<\/strong>. (https:\/\/youtu.be\/CRT-fMF5KJA<\/a>)<\/p>\n

Why is it worth reading? The answer to this question could be very long. The shortest way to put it is that we need to read so that we don't suddenly lose our minds. Reading is good for us and our children because it develops, helps us understand the world, and connects \u2013 that's why it's worth reading together. I read to my child and taught him to read. Today, I'm happy about that. <\/em>says Wojciech Mann.<\/p>\n

From my own experience, I can say that a reading father is a treasure. He taught me to read, but more importantly, he instilled in me the habit of reading, which makes books a natural part of my life. And why read? Above all, to develop my imagination and simply not be bored! <\/em>\u2013 said Marcin Mann.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The director of the spot is Tadeusz Sliwa<\/strong>, and is responsible for the photos Micha\u0142 Soboci\u0144ski<\/strong> \u2013 Together they created a video that combines high production quality with the emotional power of the message \u2013 read to your child, and you'll teach them to read! The spot will air on select television stations,
in the Helios cinema chain and in digital media and online channels. The #TataTe\u017cCzyta2025 media campaign will also include outdoor advertising (including large-format PKP billboards), radio spots, social media activities, and influencer support.<\/p>\n

All the activities surrounding the campaign create a well-thought-out and multi-level communication strategy, the aim of which is not only to promote reading among men, but also to create real social change \u2013 from the armchair at home to the cinema screen.<\/p>\n

Both the Ambassadors, who support the initiative with their images, and the creators of the spot agreed to get involved as a gesture of support for a worthy social cause. The creative concept was created by Brain Agency. OTO FILM, Orka FILM, and Cafe Ole were responsible for production and execution. The pro bono media campaign was developed by GroupM Agency.<\/p>\n

Get involved! \u2013 because everyone can support reading.
<\/strong>The #TataTe\u017cCzyta campaign is open to everyone, regardless of age, profession, or place of residence. Organizers encourage everyone to actively participate and use the materials available on the website. www.TataTe\u017cCzyta.pl<\/a> where you can find ready-made graphics, posters and inspiration for local activities.
How can you get involved? For example, by inviting fathers, grandfathers, uncles, teachers, firefighters, athletes, and officials to read with children in libraries, schools, preschools, companies, and community centers. It's also worth organizing events like reading sessions, author meetings, webinars, family games, workshops, and reading parties\u2014all of which help build reading rituals. Initiatives can be shared on social media, remembering the hashtag #TataTe\u017cCzyta.<\/p>\n

This year's key campaign activities will run until June 23rd, symbolically encompassing three important dates: Mother's Day (May 26th), Children's Day (June 1st), and Father's Day (June 23rd). It's the perfect time to start a daily reading ritual together \u2013 reaching for a book with your child, devoting your attention, creating space for conversation, and strengthening a bond that will last a lifetime. <\/strong><\/p>\n

Details: <\/strong>www.tatatezczyta.pl<\/strong><\/a><\/p>\n

Campaign organizers: Universal Reading Foundation, Tatarak Publishing House<\/strong><\/p>\n

Strategic partner: Lajkonik <\/strong>\u2013 the leading sales leader in savory baked goods in Poland. This traditional brand has been present on the market for many years \u2013 people remember it from childhood, and its taste has been loved for generations. The company's goal is to provide snacks that combine Joy of Life with Responsibility.<\/p>\n

\u00a0<\/strong>A full list of partners is available on the campaign website.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Why do men read less than women, and how can we change that? This is the question posed by the organizers of the nationwide #TataTe\u017cCzyta campaign, which, for the third time, invites fathers, guardians, and other family members to read together with their children. Why is it worth it? The answer is simple: because reading connects! Reading Connects, or the Interdisciplinary Dimension of Reading Promotion \u2013 A discussion panel for educators,\u2026<\/p>","protected":false},"author":9,"featured_media":993957,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"give_campaign_id":0,"footnotes":""},"categories":[109],"tags":[86,96],"class_list":["post-993940","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nasze-dzialania","tag-tatatezczyta","tag-fundacja-powszechnego-czytania","odd"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/posts\/993940","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/comments?post=993940"}],"version-history":[{"count":9,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/posts\/993940\/revisions"}],"predecessor-version":[{"id":993959,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/posts\/993940\/revisions\/993959"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/media\/993957"}],"wp:attachment":[{"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/media?parent=993940"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/categories?post=993940"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/tags?post=993940"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}