Book bag for every baby born campaign is a three-year program to promote early reading and increase reading aloud to babies. Over the course of the campaign, book bags will be distributed to all children born between 2019 – 2021 during visits to the maternal and child health care clinics. The bag is available in Finnish, Swedish, Sami, Somali, Arabic, Estonian, and Russian. Its 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 funded by the Finnish Cultural Foundation and carried out by The Finnish Reading Center.