How do you inspire 10-year-olds to increase their reading by +70%?
The Great Reading Challenge sheds light on a growing societal and democratic issue often overlooked by the media and prominent politicians. Reports consistently reveal a swift decline in children’s enthusiasm for reading, with Sweden ranking at the bottom among OECD countries. This is particularly concerning because reading is vital for knowledge development and active participation in society.
The Great Reading Challenge in Sweden is a collaborative initiative involving the bookstore Adlibris and the publishers Bonnier Carlsen, Natur & Kultur, and Rabén & Sjögren – all sharing the goal of promoting reading as a part of our business as well as our role in society. We, as key figures in the book industry, grew weary of the negative reading reports and yearned for a forward-looking initiative to reverse this trend. In a single autumn term, we successfully engaged nearly 30,000 fourth graders across the nation (30%), collectively logging 700,000 reading hours, resulting in an impressive +70% increase in reading compared to a typical term.
The ability to ignite a positive grassroots movement for reading promotion within such a brief timeframe is a testament to the profound impact we can achieve when an industry unites across boundaries. And the saga continues. Almost half of all fourth graders participating the upcoming term, and the Swedish Minister of Culture embracing the challenge to show support and motivate the students. Let’s set new reading records!
