The UK is preparing for a once-in-a-generation campaign to reignite a love of reading, and we’re looking for an exceptional research partner to help us track its impact.
A national moment for reading
In 2026, a coalition of partners, supported by the Department for Education and coordinated by the National Literacy Trust, will deliver the National Year of Reading (NYR): a UK-wide movement to inspire people of all ages to (re)discover a love of reading, and position it as something modern, social and personally meaningful.
Reading changes lives. It builds empathy, wellbeing, confidence and opportunity. Yet reading for pleasure is in decline, and the National Year of Reading is on a mission to turn that around.
From families, schools and communities to libraries, workplaces and prisons, the National Year of Reading will reach across society to make reading visible, inclusive and celebrated. It’s about sparking a cultural shift, not just for one year, but for a generation, and we plan for a legacy which lives on long beyond 2026.
Measuring impact of National Year of Reading
A campaign of this scale deserves a rigorous, independent evaluation. We want to understand what changes – and what doesn’t - for whom, and why.
Evaluation of the National Year of Reading will help show how a campaign can move the dial, not only in individual habits but in how we, as a society, think about reading itself. It’s a chance to generate evidence with influence, shaping how government, funders and the literacy sector collaborate on mission-led change well beyond 2026.
The evaluation will explore:
- Reach and resonance: How widely the campaign connects with different audiences
- Impact on attitudes and behaviours: How NYR influences reading habits for everyone and especially for priority groups such as parents in the early years, families in disadvantaged areas, and teenage boys aged 10–16
- Sector-wide influence: How NYR galvanises the reading and literacy sector, strengthens cross-sector partnerships, and lays the groundwork for long-term change
The findings will tell the story of NYR’s impact, through evidence, insight and lived experience, and generate learnings that inform future national literacy efforts.
What we’re looking for
We are now inviting tenders from research organisations, consortia or consultancies with proven expertise in large-scale, mixed-methods evaluation.
We’re looking for a partner who can combine rigour and creativity, someone who can work collaboratively across sectors, make best use of existing data, and design innovative approaches to capture cultural and behavioural change.
The successful evaluator will work closely with the National Year of Reading team and campaign partners from early 2026 to April 2027, producing:
- A baseline and interim analysis in 2026
- A final impact report and learning brief in 2027
- Ongoing insight notes and learning workshops throughout the campaign
Flexible funding approach
We recognise that evaluation design depends on scope and scale. That’s why we’re inviting proposals that outline what the evaluation could look like at three budget levels:
- £130,000 (inc. VAT)
- £150,000 (inc. VAT)
- £175,000 (inc. VAT)
We’re particularly interested in how methods, data collection and analytical depth might vary across these options, and the associated trade-offs between each.
Key dates
- Invitation to Tender published: November 2025
- Submission deadline: 28 November 2025
- Interviews: Week beginning 8 December 2025
- Appointment confirmed: 17 December 2025
- Project start: January 2026
Get involved
If this sounds like an opportunity for your organisation, we’d love to hear from you.
To register your interest or ask preliminary questions, contact research@literacytrust.org.uk with the subject line National Year of Reading Evaluation.
Together, we can make 2026 the year the UK falls in love with reading again, and ensure a legacy that lives on for a generation.