Summing up the hunt for the QR codes. Read PL 2016 is a history!

We would like to present the summary of the hunt for the QR codes. Another edition of the Read PL campaign is now a history.

52000 free e-books and audiobooks were loaned as part of Read PL – the largest readership promotion campaign in Poland. The virtual books found their way even to the remote parts of the globe, including the Antipodes. The Read PL campaign is not slowing down – soon we are going to launch the CzytajPL.pl literary portal. Readers, unite!

Thanks to the Read PL campaign, the free e-books and audiobooks were loaned 52000 times. The campaign enjoyed great popularity, and information spread via traditional and social media reached millions of Poles. Ten days after the launch of the campaign the organisers of Read PL prepared 12 codes for downloading literary best-sellers as a response to multiple requests, and encouraged everyone to share them with other internet users. As a result, the codes have found their way to schools, office buildings, car parks, walls in clothing stores, windows in a confectionery, the gate to the Białowieża Forest, a car shop and… a lift in a skyscraper (“it’s old and often malfunctions, so there’s a lot of time for reading”), and the campaign spread from the initial 16 cities to over 130. The free e-books and audiobooks were also downloaded abroad in countries such as Australia, Austria, Estonia and France. Over 3000 participants also took the opportunity to invite their friends, thanks to which they did not have to scan the QR codes to take advantage of the campaign.

CzytajPL 2016 

“We proved that new technologies enable us to promote literature and reach new readers”, said Izabela Helbin, director of the Krakow Festival Office. “The Read PL campaign also involved dozens of employers, who pointed out in their recruitment ads that “reading might be beneficial”. We are very happy that after the official launch of the “Reader-Friendly Employer” campaign, various new brands and organisations joined with their own ideas for promoting readership among their employees”, she added.

The CzytajPL.pl portal will also be launched this year, with the aim to inspire readers and inform about initiatives taken up by people who promote readership in Poland. Every day, hundreds of literary news, reviews and editorials are published on the Internet. Their authors promote readership on a high level, but the valuable articles, podcasts and vlogs are often drowned out by the information noise. The creators of the portal want to put them in spotlight and allow the readers to find and reach them. “We are certain that this will enable us to constantly improve the readership levels. We want the Read PL campaign to run all year round. Promoting a modern, literary lifestyle is our number one priority”, said Woblink.com’s Paweł Polański. The Read PL portal will be available at www.czytajpl.pl via the Woblink app for Android and iOS.

CzytajPL 2016

“Read PL” is the most extensive campaign promoting readership in the world. As part of the campaign, 600 advertising media appeared in 16 Polish cities. Each had a QR code printed on them, allowing the passers-by to download 12 free e-books and audiobooks selected in such a way as to satisfy the needs and expectations of every reader, including some of the best books in their respective genres, such as Stephen King’s The Shining, The Eighth Life by Georgian writer Nino Haratischwili and Other Songs by Jacek Dukaj. The network of virtual libraries grew every day. For the first time the lovers of books were able to share e-books and audiobooks with their friends and colleagues – using the application they could send the code to five friends or print them out as a poster and hang it anywhere they wanted. For the second time the participants showed their love for books.


The campaign was organised by: Krakow Festival Office (operator of the UNESCO Krakow City of Literature programme Woblink.com platform.

Among the publishers who took part in the campaign were: Audioteka, Filia, Galeria Książki, Karakter, Media Rodzina, Prószyński i S-ka, Sound Tropez, Wydawnictwo Literackie, Klub Świata Komiksu, Wydawnictwo Otwarte, Znak, Czarna Owca.

Partner cities: Częstochowa, Gdańsk, Katowice, Poznań, Toruń, Wrocław.

Other cities taking part in the campaign: Warsaw, Łódź, Bielsko-Biała, Bydgoszcz, Białystok, Lublin, Rzeszów, Sosnowiec, Szczecin.

Reader-Friendly Employers: Agora, Ansta, Answear.com, CBRE, El Padre, Freshmail, Hand Made, Idea Bank, Interia.pl, IT Integro, JWA, Medicine, MJCC, My Works, Perfecta, Picodi, Pro Civitas, Public PR, Salesmanago, Shoplo, Twojemeble.pl, Walraven and Wawel.

Partner: Book Institute.

Media patronage: Lubimy Czytać, Kawerna, Niestatystyczny.pl.




The project was financed from the funds of the Ministry of Culture and National Heritage as part of the Heritage as part of the National Readership Development Programme.


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