National Literacy Trust and Fold7 Unveil "Go All In" for the National Year of Reading 2026

Oct. 16, 2025

The National Literacy Trust unveils "Go All In" as the brand identity for the National Year of Reading 2026 campaign. The brand strategy, identity and creative campaign has been developed in partnership with independent creative agency Fold7, following their recent appointment.

The National Year of Reading is a Department for Education initiative, in collaboration with the National Literacy Trust, aiming to tackle the steep decline in reading enjoyment amongst children, young people and adults. The National Literacy Trust’s latest Annual Literacy Survey shows that only one-third of children aged eight and above, say they enjoy reading in their spare time. With research consistently showing a link between self-motivated reading and better life outcomes, this is a worrying long-term trend.

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."

Yelena Gaufman, Chief Strategy Officer at Fold7 said:

"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. 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."

 

‘Go All In’ reimagines what reading means today. Central to the campaign is the proposition, "if you're into it, read into it" which positions reading as the ultimate accelerator and enhancer to the things you already love. Leaning into behavioural change theory, it focuses on appeal, not duty, and highlights the immediate rewards of reading, rather than the long-term benefits.

Alongside working on the strategy, Fold7’s brand consultancy Fold7Design has developed the “Go All In” visual identity. At the heart of it is the Open Book – a portable visual device that brings the campaign thinking to life. It’s a symbol of depth and discovery, showing how reading can take you further into your passions than ever before.

Dave Billing, Executive Creative Director at Fold7 added:

"For the National Year of Reading in 2026, we're bringing reading to where culture is. “Go All In” is a bold invitation wrapped up in a compelling and contemporary visual identity. We can’t wait to share what is coming next from the campaign. Whether your passion is music, baking, family time, films, sci-fi or travel…next year, Britain is going to Go All In."