The National Literacy Trust, in partnership with the Department for Education, today unveiled “Go All In” as the brand identity for the National Year of Reading 2026, a landmark campaign to reignite a nationwide passion for reading.
Developed in collaboration with independent creative agency Fold7, the “Go All In” campaign marks a fresh approach to tackling the steep decline in reading enjoyment amongst children, young people and adults.
The strategy behind the campaign builds on the insight 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.'
“Reading doesn't seem to offer the immediate, social rewards that motivate us today,” says Yelena Gaufman, Chief Strategy Officer at Fold7. “It's seen as slow, solitary, and studious in a world that values speed, status and spectacle.
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,” continues Gaufman.
At the heart of the campaign is a powerful 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.
A new visual identity: The Open Book
To bring the campaign to life visually, Fold7’s brand consultancy Fold7Design created a vibrant new identity centred on The Open Book - a striking, portable visual device symbolising depth, discovery and imagination. This dynamic graphic tool will be featured across digital platforms, print, schools, bookshops, libraries and community spaces throughout 2026.
“‘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.”
Jonathan Douglas, Chief Executive of the National Literacy Trust
Leading the charge: David Hayman joins as Director, National Year of Reading
To lead this ambitious national campaign, the National Literacy Trust has appointed David Hayman as 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.
With a background in international development, climate and education reform, Hayman brings expertise in strategic partnerships, communications and mobilising public engagement.
“Reading is one of the most powerful tools we have to connect, create and grow,”
“Reading is one of the most powerful tools we have to connect, create and grow,” said Hayman. “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.”
Visit the Go All In website: nationalyearofreading.org.uk