New advertising campaign encourages the nation to Go All In
We are launching a major multi-platform advertising campaign today (24 March 2026) to spark a renewed love of reading across the UK and encourage lasting changes to the nation’s reading habits.
Built around Go All In, the ambitious behaviour change movement at the heart of the National Year of Reading, our advertising shows how reading helps bring our passions to life. Centred on the message, ‘if you’re into it, read into it,’ we position reading as a gateway to deepening existing interests. And we present reading in various formats – books, audiobooks, comics and digital content – as fun, accessible and relevant to modern life.
The campaign will roll out across TV, radio, cinema, outdoor, print, and digital platforms in the coming weeks, with backing from a coalition of media partners including Acast, Audible, Bloomberg, British Land, DC Thomson, DCM, Immediate Media, Meta, Ocean Outdoor, Spotify, WHSmith and YouTube. There will be multiple bursts of activity designed to deliver significant national reach. The campaign represents an unprecedented cross-industry effort to help more people rediscover the joys of reading.
Developed by creative agency Fold7, the campaign is brought to life through a distinctive stop-motion, collage-style creative that illustrates how reading enriches everyday experiences, from following football beyond the pitch to sharing stories as a family, reinforcing its role in enhancing both personal passions and cultural connection.
“This campaign kicks off a range of exciting activations for the National Year of Reading, from World Book Night in April to Volunteers Week in June and a spectacular Summer of Sport, all of which will bring the joy of reading back to millions of people across the UK. This ad campaign, and these upcoming events, focus on fun, relevance and accessibility – not lecturing people about why reading matters – but instead showing how it connects to the things we already love.”
David Hayman, Director of the National Year of Reading 2026
We’d love you to support the campaign and help reach more people. You can do this by sharing our advertising within your networks including on social media. Have a read of our social media toolkit, where you can find the campaign assets and suggested copy.