Book bag for every baby born promotes early reading and has increased reading aloud to babies. Over the course of the campaign, book bags have been distributed to all children born in Finland during visits to the maternal and child health care clinics. The bag is available in Finnish and Swedish. Also book bags in Sami, Somali, Arabic, Estonian, and Russian were available in 2019-2021.

The bags contents were put together by a team of experts, and the Finnish Institute for Health and Welfare is a partner in the program. The Read Aloud Campaign is carried out by The Finnish Reading Center. The program was funded by the Finnish Cultural Foundation years 2019-2021. In 2022 and 2023 the program is funded by the Finnish Parliament.

In June 2023 Book Bag to Every Baby Born program has been included in the Finnish Government Program.