Go All In for the National Year of Reading

The National Literacy Trust, in partnership with the Department for Education, has announced ‘Go All In‘ as the message for the National Year of Reading 2026, its campaign to ‘reignite a nationwide passion for reading’.

The campaign is built on the belief that the decline in reading and reading enjoyment is largely due to loss of motivation. Just 9% of readers from a survey by the National Literacy Trust believe it ‘helps them spend time with others,’ and fewer than 1 in 5 say it ‘helps them feel connected with the world.’

At the heart of the campaign therefore is the proposition: ‘If you’re into it, read into it.’ Whether it’s music, football, fashion, spending time with family or food, reading is positioned as the ultimate tool for diving deeper into the things that matter to you. Designed to spark curiosity and drive behaviour change, the campaign focuses on appeal, not duty, and highlights the immediate rewards of reading, rather than the long-term benefits.

Jonathan Douglas, Chief Executive of the National Literacy Trust, said, ‘Go All In captures exactly the kind of energy and optimism we need to transform how the nation sees reading. This is about making reading feel relevant, exciting and rewarding right now, not just in the future. We’re proud to be working with the Department for Education and partners across the UK to spark a movement that puts reading back at the heart of our culture.’

David Hayman has been appointed Director of the National Year of Reading. Hayman joins from Global Citizen, an advocacy platform dedicated to ending extreme poverty, where he served as UK Campaigns & Advocacy Director, and brings a wealth of experience in building purpose-driven movements. He previously helped launch and grow Make My Money Matter, co-founded by filmmaker Richard Curtis, into a respected, award-winning campaign for sustainable finance.

Hayman says, ‘Through Go All In, we want to reimagine reading as something modern, meaningful and social. This campaign is about reaching people where they are and inviting them to rediscover the power – and joy – of reading.’

Visit the Go All In website for further information.