The National Literacy Trust (NLT), in partnership with the Department for Education, has today unveiled Go All In as the brand identity for the National Year of Reading 2026, the initiative kick-started to address the reading for pleasure crisis after research in June highlighted that children's reading for pleasure is at the lowest level since records began. 

Developed in collaboration with independent creative agency Fold7, the strategy behind the Go All In messaging builds on the insight that the decline in reading and reading enjoyment is largely due to loss of motivation.

"Reading doesn’t seem to offer the immediate social rewards that motivate us today. It’s seen as slow, solitary and studious in a world that values speed, status and spectacle," said Yelena Gaufman, Chief Strategy Officer at Fold7.

"Historically, campaigns encouraging literacy have focused on the long-term benefits of reading – its ability to make you more knowledgeable, creative or successful. But these messages seem increasingly out of step with a culture that values immediate rewards and demands entertainment, right now."

NLT Chief Executive Jonathan Douglas added: "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."

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. It aims to position reading as the ultimate tool for diving deeper into the things that matter to people.

To bring the campaign to life visually, Fold7’s brand consultancy studio Fold7Design created a new identity centred on "The Open Book" – a portable visual device symbolising depth, discovery and imagination. This graphic tool will be featured across digital platforms, print, schools, libraries and community spaces throughout 2026.

What is the “National Year of Reading 2026”?

It is a nationwide campaign to promote reading for pleasure among children, young people, and adults. 

The initiative is jointly led by the Department for Education and NLT. It officially begins in January 2026 and runs throughout that calendar year. 

Its aim is to respond to worrying trends: in 2025, only around one in three children (aged 8-18) said they enjoyed reading in their free time, the lowest level recorded in 20 years. 

It’s intended to be a multi-sector effort. Schools, libraries, parents, other community partners, businesses, literacy charities, publishers and more are being invited to get involved. 

It is positioned as more than just a short campaign: it aims to reimagine reading as a contemporary, relevant, meaningful activity, not just traditional reading, in an age dominated by screens and short content.

Who is leading the Year of Reading 2026?

David Hayman has been appointed by the NLT as the campaign’s director. He previously served as UK campaigns and advocacy director at Global Citizen and brings experience in building purpose-driven movements. Prior to this, he helped launch and grow award-winning campaign for sustainable finance Make My Money Matter, co-founded by filmmaker Richard Curtis. With a background in international development, climate and education reform, Hayman brings expertise in strategic partnerships, communications and mobilising public engagement.

He said: "Reading is one of the most powerful tools we have to connect, create and grow. But right now, too many people are switching off from it. 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."

To get involved with the National Year of Reading, sign up for regular updates on the campaign website. 

Watch the National Year of Reading: Schools & Early Years Settings Launch Webinar