NLB launched the National Reading Movement to encourage Singaporeans to Read More, Read Widely and Read Together. There are three priorities. Firstly, to reach out to new audience segments (e.g. adults and seniors). Secondly, to put more focus on reading in mother tongue languages. Thirdly, to build more partnerships to drive the initiative. The movement kicked off on 3 June 2016 with a 2-month drive to nudge Singaporeans to pledge to Read More, Read Widely, and Read Together. The pledging campaign ended with the inaugural National Reading Day on 30 July 2016. It was supported by a number of initiatives that sought to encourage more adults and seniors to read more (i.e. other than borrowing books for their children and grandchildren).Through this movement, NLB hopes to create a more vibrant reading culture locally.