Singapore is launching ReadSG, a five-year national reading movement aimed at encouraging consistent reading habits, with an unusual incentive: virtual coins redeemable for cash. The initiative, announced on July 28, by the National Library Board (NLB), will allow participants to earn $1 for every 1,000 coins collected by logging daily reading sessions on the government crowdsourcing site CrowdTaskSG. The portal is run by the Government Technology Agency (GovTech).
July 28 Announcement
Gamification and a Shift in Focus
The campaign, replacing the decade-old National Reading Movement, is designed to combat the trend toward short-form, skimmable content and promote deeper engagement with reading, according to NLB chief executive officer Melissa Tam. Tam revealed the new gamification initiative at a briefing for ReadSG on July 28, stating, The key idea we want to share with Singapore is that reading is good exercise for the mind. It is enjoyable. It’s easy to start and sustain, and we hope that we can make it a habit together.
Alongside the cash-incentive program, ReadSG will also feature a Read for Good charity drive, where 15 minutes of daily reading will contribute to fundraising for selected charities. The NLB has set an initial goal of 150,000 sign-ups for both initiatives as a “first step.”
15-Minute Daily Reading
Building a National Reading Habit
The campaign is inspired by the popular concept of tracking 10,000 steps daily for physical health, with a suggested target of 15 minutes of reading per day. Tam explained, It’s not necessarily a specific number that we’re after. It can be different for different people, and that is completely okay, but the reason we are suggesting 15 minutes daily is really to get it started.
She added that the focus is shifting to recognizing the importance of mental and cognitive well-being alongside physical health.
NLB acknowledges the challenges of maintaining a national reading culture in the face of increasing digital distractions. A 2024 NLB study revealed that only 28 per cent of Singapore adults read books weekly, although this number rises to about nine in 10 when news, articles on social media and websites are included. A separate international study called Progress In International Reading Literacy Study, last conducted in 2021, found that the percentage of Singapore students and their parents who said they enjoyed reading a lot
had also fallen consistently from 60 per cent in 2011 to about 50 per cent now.
September Launch Event
Partnerships and Long-Term Strategy
ReadSG will involve collaborations with entities, including the Early Childhood Development Agency, the Ministry of Education, the Health Promotion Board, the Agency for Integrated Care and other private companies, so that it can tailor programmes and reach people where they are in different life stages. Tam stated, Both the previous reading campaigns have encouraged people to read. The element that is different this time is our encouragement for people to build it as a habit.
The campaign will officially launch in September. On Sept 6, there will be a book and art marketplace, with the NLB hosting a mass reading activity
. This launch event will be attended by campaign patron President Tharman Shanmugaratnam. NLB’s annual book giveaway, which in 2025 attracted more than 10,000 people over a weekend, is scheduled to take place on Sept 19 and 20 as part of the reading drive.
Melissa Tam’s Appointment
NLB is still working out the metrics and quantifiable targets across the five years that will help it better measure success. Tam, who took on her post in November 2025, noted that the previous reading movements were the 2005 READ! Singapore and the National Reading Movement launched in 2016. Despite these prior efforts, two decades of work have struggled to counter the increasing hours people spend doomscrolling on social media.
