{"id":999972,"date":"2026-05-12T12:52:53","date_gmt":"2026-05-12T10:52:53","guid":{"rendered":"https:\/\/www.fpc.org.pl\/?p=999972"},"modified":"2026-05-13T11:38:54","modified_gmt":"2026-05-13T09:38:54","slug":"czytanie-rozwija-mozg-ruszyla-tegoroczna-odslona-proczytelniczej-kampanii-tatatezczyta2026","status":"publish","type":"post","link":"https:\/\/www.fpc.org.pl\/eng\/czytanie-rozwija-mozg-ruszyla-tegoroczna-odslona-proczytelniczej-kampanii-tatatezczyta2026\/","title":{"rendered":"Reading develops the brain \u2013 this year's edition of the pro-reading campaign has started: #TataTe\u017cCzyta2026"},"content":{"rendered":"
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Reading works the brain like exercise for the body.<\/strong> Reading together develops language skills, builds relationships, and supports a child's emotional development from the first months of life. That's why the next installment of the nationwide reading campaign #TataTe\u017cCzyta is launching, with this year's slogan: \u201eReading develops your brain!\u201d<\/strong>.<\/p>

The #TataTe\u017cCzyta campaign encourages men to actively engage in reading with their children. This is especially important when \u2013 according to research by the National Library \u2013 47% women and only 34% men read books.<\/strong> The organizers emphasize that building a reading culture in the family requires the involvement of both parents.<\/p>

The campaign was initiated by Tatarak Publishing House, it is implemented by the Universal Reading Foundation<\/strong>. Each edition has a new theme and focuses on a different aspect of reading. This year, organizers are highlighting the impact of shared reading.
and the accompanying conversation with the child on the development of his or her brain.<\/p>

The slogan of the fourth edition \u201e"#TataTe\u017cCzyta to: "because reading develops the brain<\/strong>\u201d is confirmed both
in the results of scientific research on child development, as well as in the everyday experiences of parents. Reading affects the brain in a similar way to physical training for the body \u2013 it regularly strengthens and develops its capabilities \u2013 emphasize the campaign organizers.<\/p>

According to research, as much as 85% of brain volume is formed by the age of 3. Dialogue shared reading
With a child, and the accompanying interaction, stimulates neural connections in key brain areas responsible for language, memory, and comprehension. This is fundamental to building "brain architecture." The presence, voice, and responsiveness of a parent and caregiver are key to fully realizing a young person's developmental potential on many levels. Researchers associated with Harvard University have been highlighting the importance of early reading experiences for years \u2013 research highlights the key role of relationships and language in a child's development.<\/strong><\/p>

Support from strong partners
<\/strong>For the second time, the Lajkonik brand is the strategic partner of the campaign: For years, the Lajkonik has been a part of everyday moments spent together. That's why the idea of the #TataTe\u017cCzyta campaign is so close to our hearts. It shows that joy can go hand in hand with responsibility \u2013 because spending time together with a book builds relationships, learning, and having fun. Reading is a beautiful way to spend time together, but also an investment in the future of our youngest children. We're thrilled to once again support the Universal Reading Foundation.
and an initiative that has a real impact on the daily choices of families. <\/em>emphasizes Monika Paw\u0142owska, Brand Manager at Lorenz PSA.<\/p>

Poczta Polska has become a new partner supporting the campaign. As part of the cooperation
Displays and promotional materials will appear in one thousand post offices, and activities will also include signage at selected points, the involvement of postmen and internal activities promoting reading among employees and their families.<\/p>

We are fully committed to joining the #TataTe\u017cCzyta campaign, supporting an initiative that builds relationships and promotes children's development through reading and access to books. Good stories should reach
to everyone, without exception, especially the youngest. \u2013 <\/em>says Joanna Trzaska-Wieczorek, Spokeswoman and Director of the Communications Office of Poczta Polska.<\/p>

The Biedronka chain is once again participating in the campaign. Special displays featuring selected children's books will be available in stores throughout the month. Shoppers will also be able to listen to the campaign's radio spot while shopping. In many places in Poland, Biedronka stores are the only place where you can buy books in person. We believe that this is one of the best gifts \u2013 every child should have their own titles to return to and build memories with. For us, supporting reading among young children is an investment in the younger generation.<\/em>. \u2013 emphasizes Arkadiusz Mierzwa, Corporate Affairs Director at Jeronimo Martins Polska.<\/p>

The Pan Tu Nie Stos brand has also joined the group of supporting companies. We support socially important initiatives that we believe have a real impact on our daily lives. That's why we've become involved in the campaign, creating a limited-edition collection of clothing and accessories to support and build a community of readers\u2014or perhaps we should say a breeding ground for bookworms.<\/em>. \u2013 referring to one
Justyna Burzy\u0144ska, co-founder of the Pan Tu Nie Stos brand, emphasizes the gadgets accompanying the campaign. The T-shirts, socks, and hats prepared as part of the collaboration are intended to encourage parents
to show that reading is a source of pride.<\/p>

Cities are committed to building a reading culture
<\/strong><\/p>

One of the cities most heavily involved in this year's campaign is Lublin \u2013 European Capital of Culture 2029. The city has prepared extensive activities engaging residents, institutions, schools, preschools, and the sports community. Brochures, posters, notebooks, and bookmarks promoting the slogan #TataTe\u017cCzyta will be distributed throughout Lublin. Municipal cultural institutions will promote frequent contact with books and the written word. Branches of the Municipal Public Library and the Dos\u0142owina bookstore operating in the Cultural Center are participating in the campaign. The ECC 2029 institution, whose slogan, Re:Union, refers to strengthening relationships and building community, will also undertake a number of activities. Athletes will also be involved in pro-reading activities, including Motor Lublin footballers, PGE Start basketball players, and Bogdanka LUK Lublin volleyball players, as well as the Municipal Sports and Recreation Center (MOSiR).<\/p>

As European Capital of Culture 2029, we want to actively support reading culture and encourage residents to spend time together with books. Thanks to the involvement of Lublin's cultural and sports communities, municipal cultural institutions, libraries, schools, and sports clubs, we can work together to promote reading and show both children and their parents that books can inspire conversation, bring pleasure, and provide a way to explore the world.<\/em> \u2013 says Krzysztof \u017buk, Mayor of Lublin.<\/strong><\/p>

Gda\u0144sk is also joining the initiative and will provide public transport space for campaign promotion.<\/p>

New spot and wide media presence
<\/strong>The face of the new campaign spot is Zbigniew Boniek<\/strong>, which encourages reading, which helps to achieve success in life: Books teach many things \u2013 they impart knowledge, broaden one's horizons, and develop intelligence. And the more intelligent a person is, the easier life becomes. <\/em>The spot, once again based on a concept by the Brain creative agency, produced by OTO.Film and Orka Film, and directed this year by Maciej Kowalczuk, will be broadcast on television, cinema, and radio. The new spot will premiere on May 19. <\/strong>The campaign will also appear on the Internet, in traditional media and in public spaces \u2013 including on large-format screens at railway stations, the initiative's partner.<\/p>

Ambassadors from various backgrounds
<\/strong>This year's edition of the campaign is supported by ambassadors representing various environments
and professions \u2013 scientists, athletes, actors, writers, internet creators, and science communicators. The organizers emphasize that reading is for everyone, and everyone can be an important reading role model for others.<\/p>

This year's ambassadors include Piotr Knio\u0142a (PigOut), \u0141ukasz Orbitowski, Tomasz Ro\u017cek, Adam Mirek, and the Instagram creator of "Dad on Maternity Day." The campaign is also once again supported by Anna Dereszowska and Tomasz Majewski.<\/p>

Reading develops a child's brain and builds skills that stay with us for life.<\/em>
\u2013 emphasizes Tomasz Ro\u017cek.<\/strong> When we read, areas of the brain responsible for imagination, language, and emotions are activated. It's one of the best exercises for a developing brain.<\/em>
\u2013 adds Adam Mirek.<\/strong><\/p>

He talks about another aspect of reading together Anna Dereszowska, actress as one of the women <\/strong>
\u2013 important ambassadors of the campaign:<\/strong> Nothing can replace the closeness of another person
in raising a child. That's why it's so important for both parents to read. <\/em>This year's slogan is referred to by the outstanding athlete, Tomasz Majewski:<\/strong> Reading is to the brain what sport is to the body \u2013 regular exercise, which we all need. Let's teach our youngest good habits \u2013 we should take care of their fitness, including mental fitness, so they can achieve their best results and develop their full potential. And that's precisely what reading offers.<\/em>. \u2013 emphasizes Tomasz Majewski.<\/p>

Reading develops not only knowledge, but above all, humanity. It teaches us to understand emotions, helps us better connect with others, and helps us see the world from different perspectives. In sport, as in life, character, consistency, and the ability to cooperate are crucial, and books help develop these qualities\u2014they teach empathy, imagination, and relationship building. Gentlemen, read\u2014to yourselves and to your children! <\/em>\u2013 \u2013 says Tomasz Smokowski, a sports and music journalist.<\/strong><\/p>

Tomasz Rusek, creator of the "Dad on Maternity" profile, draws attention to the importance of paternity leave <\/strong>
and building relationships with your child every day.<\/strong> It's worth taking advantage of time spent together reading. It's a simple way to build bonds and be present in your child's life from the first few months. This will pay off.
in the future<\/em>. The #TataTe\u017cCzyta campaign promotes family reading and shows that the broad involvement of fathers, grandfathers, older brothers, uncles,
as well as coaches, close authorities, children's idols, will make reaching for books
become a natural part of everyday life.<\/p>

Hundreds of libraries and schools across Poland
<\/strong>Hundreds of educational institutions and libraries across Poland are participating in the grassroots campaign, organizing events and engaging communities in various ways. Organizers encourage people to invite local heroes to read with them, connect the campaign with current local activities, and create special shelves or bookshelves "for men" that will make it easier for them to choose and encourage them to read for themselves and their children. Thanks to a partnership with Nowa Era Publishing, information brochures will also be distributed to schools.<\/p>

A new edition of the guide \u2013 What? How? And why is it worth reading with your child?
<\/strong>As part of this year's campaign, a refreshed version of the guide "Superpower of Books #TataTe\u017cCzyta" was prepared. The publication includes practical tips for reading together, information
about the influence of books on the development of the brain of the youngest and book recommendations divided by age.<\/p>

The choice of books is crucial. Books shouldn't bore either the child or the parent. It's important to pay attention to the interests of the youngest and develop them together. It's also worth visiting and reading as a guest at your children's preschool or school.<\/em>\u00a0\u2013 emphasizes Miko\u0142aj Foks, author and blogger, who also joined the group of campaign ambassadors.<\/strong><\/p>

The gender gap in education begins early. Meanwhile, boys read less and have poorer reading comprehension skills even in primary school. Reading for pleasure
This is the foundation of success, so let's expose boys to things they're interested in. Besides, boys rarely see men reading. Teaching by example is a role for fathers. That's why reading together
with children is of great importance: it builds bonds and supports development
and shows that reading in the eyes of a child becomes an obvious activity for a man.<\/em> \u2013 \u2013 says Micha\u0142 Gulczy\u0144ski, author of the book "Men", president of the Association for Boys <\/strong>
and Men, which supports the #TataTe\u017cCzyta campaign.<\/strong><\/p>

This year's edition features 44 publishers and 15 distributors, including new partners: Smyk, Matfel, Bookland, and Natuli. Featured titles include many books with "dad" in the title, books
about emotions, popular science publications and three comics.<\/p>

The campaign will last until June 23
<\/strong>This year's edition of #TataTe\u017cCzyta officially starts on May 11 and will last until June 23.
The timing of the campaign is not accidental \u2013 it covers Mother's Day, Children's Day and Father's Day, reminding us that,
that a book can be a perfect gift and an excuse to spend time together.<\/p>

The campaign has an open formula. On the website www.tatatezczyta.pl<\/a> Free materials are available, including an e-book guide, book recommendations and tips for libraries, schools, kindergartens, cities, bookstores, publishers and companies.<\/p>

The organizers encourage local activities and the joint building of a reading culture.
\u2013 both in families and in communities, institutions and workplaces. It's worth being a reading family, a reading city, and a reading company. Reading truly develops the brain \u2013
and is changing children's futures. We will continue to promote this and invite everyone to join us in this effort. Together, we can do more.<\/em> \u2013 \u2013 summarizes Maria Deskur, president of the Universal Reading Foundation.<\/strong><\/p>

More information about the #TataTe\u017cCzyta campaign and a full list of partners is available at: www.tatatezczyta.pl<\/a><\/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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Reading works the brain like exercise for the body. Reading together develops language skills, builds relationships, and supports a child's emotional development from the first months of life. That's why the next installment of the nationwide pro-reading campaign #TataTe\u017cCzyta is launching, with this year's slogan: "Reading develops the brain!" The #TataTe\u017cCzyta campaign encourages men to actively engage in reading with their children. This...<\/p>","protected":false},"author":17,"featured_media":999974,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"give_campaign_id":0,"footnotes":""},"categories":[109,115,113,110],"tags":[150,196],"class_list":["post-999972","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nasze-dzialania","category-polecamy","category-wydarzenia","category-zapraszamy","tag-fpc","tag-fundacja-powszechnego-czytania-tatatezczyta2026","odd"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/posts\/999972","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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/comments?post=999972"}],"version-history":[{"count":24,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/posts\/999972\/revisions"}],"predecessor-version":[{"id":999999,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/posts\/999972\/revisions\/999999"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/media\/999974"}],"wp:attachment":[{"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/media?parent=999972"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/categories?post=999972"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fpc.org.pl\/eng\/wp-json\/wp\/v2\/tags?post=999972"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}