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National Literacy Trust
Go All In
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The Context
The UK is facing a profound, generational decline in reading engagement. National Literacy Trust’s Annual Literacy Survey (2025) found that just one in three children and young people aged 8 to 18 reported enjoying reading in their free time, while just one in five read something daily. National Literacy Trust is on a mission to reimagine what reading means today and change the nation’s reading culture for good.
The Opportunity
National Literacy Trust, in collaboration with The Department for Education, set out to launch a nationwide initiative - The National Year of Reading 2026 - in response to the country’s reading crisis.
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.
We saw an opportunity to position reading as the ultimate accelerator and enhancer to the things you already love. Leaning into behavioural change theory, we focused on reading as an appealing behaviour (not a duty) and repositioned it from a standalone, solitary activity to a powerful plug-in to people’s existing passions.
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.
We saw an opportunity to position reading as the ultimate accelerator and enhancer to the things you already love. Leaning into behavioural change theory, we focused on reading as an appealing behaviour (not a duty) and repositioned it from a standalone, solitary activity to a powerful plug-in to people’s existing passions.
PLAY FILM
Using a stop-motion style and a collage effect, the spot shows that reading is not just about books.
It can be anything from comics and newspapers to graphic novels, audiobooks and loads of other written content accessed via phones and tablets.
OOH posters extend the idea that reading is the ultimate plug-in to your passions, because if you're into it, read into it.
“Go All In” is a rallying new name and brand-mark for the National Year of Reading – bringing reading to where culture is. At the heart of it is the Open Book – it’s a symbol of depth and discovery, showing how reading can take you further into your passions than ever before.
Our ‘Go All In’ symbol has been adopted by partners across the National Year of Reading, from tech giants to independent booksellers, and featured at all events, including the Scotland launch with the Queen.
We also designed and built an impactful, accessible campaign platform for the National Year of Reading – supporting diverse stakeholders alongside families, young people and the wider public to bring reading closer to everyday life across the UK.
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“Fold7’s strategy recognises that we won’t reignite that connection by lecturing people about its importance. Instead, this campaign shows how reading deepens the things we already love.”
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