The National Library Board (NLB) has launched ReadSG, a five-year campaign that rewards Singaporeans for reading at least 15 minutes a day [2].
This initiative seeks to reverse a decline in literacy engagement among the general population. By incentivizing daily habits, the NLB aims to foster a culture of lifelong learning in a digital age where traditional reading is facing steep competition.
CEO Melissa Tam said the program is designed to encourage a consistent reading routine. The campaign comes in response to data showing that only about three in 10 adults read books on a weekly basis [1]. This figure suggests a significant gap in the reading habits of the adult population, a trend the NLB hopes to reverse through the ReadSG framework.
Participants who commit to the daily 15-minute minimum will be eligible for rewards [2]. The NLB intends for these incentives to act as a catalyst, turning a brief daily requirement into a permanent lifestyle choice for thousands of citizens.
The five-year duration of the campaign indicates a long-term strategic shift by the board. Rather than a short-term promotional event, the NLB is treating the lack of weekly reading as a systemic issue that requires years of consistent reinforcement to solve.
“The National Library Board has launched ReadSG, a five-year campaign that rewards Singaporeans for reading at least 15 minutes a day.”
The ReadSG campaign represents a shift toward 'gamifying' literacy to combat the attention economy. By targeting the specific statistic that only 30% of adults read weekly, the Singaporean government is treating reading not just as an educational pursuit, but as a public health-style habit that requires behavioral intervention and external rewards to sustain.
