Dad Also Reads 2026

Reading develops the brain – this year's edition of the pro-reading campaign has launched.

Reading works the brain like exercise works the body. Reading together develops language skills, builds relationships, and supports a child’s emotional development from the very first months of life. That is why the next edition of the nationwide reading campaign #TataTeżCzyta is launching, with this year’s slogan being: „Reading develops the brain!”.

The #TataTeżCzyta campaign encourages men to actively participate in reading with their children. This is particularly important when—according to research by the National Library— 47% women read books, compared to only 34% men. The organizers emphasize that building a reading culture in the family requires the involvement of both parents.

The initiator of the campaign is Tatarak Publishing House, and It is being implemented by the Foundation for Universal Reading. Each edition is held under a new slogan and focuses on a different aspect of reading. This year, the organizers are drawing attention to the impact of shared reading and the accompanying conversation with a child on their brain development.

Password for the fourth edition „#TataTeżCzyta says: „Because reading develops the brain’””is confirmed by both scientific research on child development and parents' everyday experiences. Reading acts on the brain similarly to physical training on the body – it regularly strengthens and develops its capabilities – emphasize the campaign organizers.

New commercial and broad media presence

The face of the new campaign spot is Zbigniew Boniek, who encourages reading, which helps achieve success in life: A book teaches many things—it imparts knowledge, broadens one's horizons, and develops intelligence. And the more intelligent a person is, the easier life becomes. The spot, recreated according to the concept of the creative agency Brain, produced by OTO.Film and Orka Film, and directed by Maciej Kowalczuk in this year's edition, will be broadcast on television, in cinemas, and on the radio. The premiere of the new commercial will take place on May 19. The campaign will also appear online, in traditional media, and in public spaces – including on large-format screens at PKP S.A. stations, a partner of the initiative.

Ambassadors from various backgrounds

This year's edition of the campaign is supported by ambassadors representing various environments and professions – scientists, athletes, actors, writers, internet creators, and science popularizers. The organizers emphasize that reading is for everyone, and anyone can be an important reading role model for others.

This year's ambassadors include Piotr Knioła (PigOut), Łukasz Orbitowski, Tomasz Rożek, Adam Mirek, and the Instagram creator „Tata na macierzyńskim” (Dad on Maternity Leave). Anna Dereszowska and Tomasz Majewski are also supporting the campaign again.

Reading develops a child's brain and builds competencies that stay with us for a lifetime. – emphasizes Tomasz Rożek. When we read, the areas in the brain responsible for  imagination, language, and emotions. It's one of the best workouts for a developing brain – adds Adam Mirek.

Actress Anna Dereszowska, one of the campaign's prominent female ambassadors, speaks about another aspect of reading together: Nothing can replace the closeness of another person when raising a child. That is why it is so important for both parents to read. The prominent athlete, Tomasz Majewski, refers to this year's motto: Reading is to the brain what sport is to the body – regular training that we all need. Let's teach the youngest good habits – we should take care of their fitness, including mental fitness, so they can achieve the best possible results and develop their full potential. And that's precisely what reading provides.. – emphasizes Tomasz Majewski.

Reading develops not only knowledge, but above all, a person. It teaches understanding emotions, helps to better reach an understanding with people, and to see the world from different perspectives. In sports, as in life, character, consistency, and the ability to cooperate matter, and books help develop these traits - they teach empathy, imagination, and building relationships. Gentlemen, read - for yourselves and for your children! – argues Tomasz Smokowski, a sports and music journalist.

Tomasz Rusek, creator of the „Dad on Parental Leave” profile, emphasizes the importance of paternity leave and building daily relationships with children. It's worth using shared time for reading. It's a simple way to build bonds and be present in your child's life from the first months. This will pay off in the future for you.. The #TataTeżCzyta campaign promotes family reading and shows that the active involvement of fathers, grandfathers, older brothers, uncles, as well as coaches, trusted adults, and children’s role models will make reading a natural part of everyday life.

New edition of the guide – What? How? And why should you read with your child?

As part of this year’s campaign, a revised edition of the guide „The Superpower of Books: #TataTeżCzyta” has been prepared. The publication includes practical tips on reading together, information on how books influence young children’s brain development, and book recommendations organized by age group.

The selection of books is of great importance. A book should not bore either the child or the parent. It is worth paying attention to the interests of the youngest and developing them together. It is also worth visiting and reading as a guest at our children's kindergarten or school. – emphasizes Mikołaj Foks, author, blogger, who is also joining the group of campaign ambassadors.

The campaign will last until June 23rd

This year’s edition of #TataTeżCzyta officially kicks off on May 11 and will run through June 23. The campaign’s timing is no coincidence—it spans Mother’s Day, Children’s Day, and Father’s Day, serving as a reminder that a book can be the perfect gift and an excuse to spend time together.

The campaign has an open format. Free materials are available on the website www.tatatezczyta.pl, including an e-book guide, book recommendations, and tips for libraries, schools, kindergartens, cities, bookstores, publishers, and companies.

The organizers encourage local initiatives and the collective building of a reading culture – within families, as well as in communities, institutions, and workplaces. It is worthwhile to be a reading family, a reading city, and a reading company. Reading truly develops the brain – and changes children's futures. We will continuously advocate for this and invite everyone to join us. Together, we can achieve more. – summarizes Maria Deskur, president of the Foundation for Universal Reading.

More information about the #TataTeżCzyta campaign and a complete list of partners is available at: www.tatatezczyta.pl