Men! Fathers! Readers!

The campaign Men! Fathers! Readers! is part of the Children, Youth, and Parents Jury programme and aims to encourage men – fathers, brothers, grandfathers – to read. There is a special poster and invitation directed towards men to become more involved in joint reading with children, thereby showing that reading for pleasure is not something only women do. As part of the campaign, men who have read the books in the Parents Jury collection and become familiar with the children’s books on offer fill out an electronic evaluation form, participate in a lottery, and compete for gifts provided by cooperation partners for themselves and their families. The range of gifts is wide – from magazine subscriptions, invitations to puppet theatres, museums, and zoos, to a cruise for four people to Astrid Lindgren’s native Sweden! As a result of this campaign, the number of male readers increased by more than 100 between 2012 and 2015.