A billion words. Read by a million children.
We’re on a mission to get a generation reading again, by turning the teams kids worship into stories where they’re the star. Every word counts towards a billion.
Reading for pleasure is at its lowest level since 2005.
And the drop is steepest among the next generation. Less reading early in life feeds directly into weaker literacy, lower confidence, and narrower job prospects later. The Challenge is our answer.
vs. the mid-2000s, the sharpest fall on record.
a gap that widens through school and into work.
children who read for pleasure, across every later measure.
It starts with a screen, not a story.
For too many children, the pull of a device has quietly crowded out the simple joy of reading.
Then they meet a hero who looks like them.
Their name on the cover. Their team in the story. All at once, the book is theirs.
Twenty minutes a day opens a whole world.
A little reading, every day, quietly compounds into something extraordinary.
Words become confidence. Confidence becomes voice.
Children who read for pleasure speak up, reach further, and believe they belong.
Every page read is a door held open.
Early literacy shapes school, work and the whole shape of a life. That’s the billion we’re chasing.
A distribution model built on trust.
Bookmarks live in the real world, collected in person at matches, clubs and events. That’s what makes them special, and what keeps the Challenge honest.
Collect them in person
Bookmarks are earned in real life, from official sources only, phygital, never faked or resold.
Make the child the star
The single best way to engage a young reader is to put them at the heart of the story.
Increase reading & participation
Every Bookmark drives both reading time and getting active in the sport they love.
Collect. Scan. Build. Read. Reward.
Teams inspiring children to read.
Movers and shakers across the Challenge, updated as the words roll in.
Help us reach a billion.
Every Bookmark collected, every avatar built, every page read takes us closer. Start with their team.