Iqrali اقرأ لي ("Read to Me") is an innovative, long-term social behavior change program designed to empower parents in Jordan to become active participants in their children’s early literacy journey. By encouraging reading to children from birth, Iqrali harnesses the profound influence of parental engagement on children’s development.

In a context where the majority of children in Jordan do not attend preschool, Iqrali addresses a critical gap: ensuring that children are developmentally prepared for literacy learning by the time they start primary school. 

However, challenges like lack of knowledge about the importance of reading to children in the early years, lack of children’s books in homes, and structural barriers often hinder parents from adopting reading practices. Iqrali bridges this gap, equipping parents with the tools, knowledge, and motivation to engage their children in enriching early literacy activities.

How Iqrali Works

Iqrali is built on a foundation of behavioral science, evidence-based research, and strategic interventions to support families and overcome barriers to reading to children from birth. The program features three core components:

• Social Behavior Change Communication (SBCC): Through targeted and research-driven messaging, Iqrali improves parents' knowledge of why, how and what to read to their children. 
• Integrated Interventions and Book Gifting: Scalable initiatives like book gifting at vaccination centers, and community-based sessions help embed reading into family routines. These efforts make reading accessible and actionable for families across Jordan.
• Parenting Platform (iqrali.jo): This online platform provides parents with a rich repository of resources, including videos, activities, tools, and age-appropriate books and recommendations to sustain their involvement in their children’s literacy development.

Inspiring parents to embrace early literacy practices as a cornerstone of their children’s future success.

2024 Achievements

This year, Iqrali was in its testing and piloting phase. The program reached significant milestones in its mission to increase parental reading to their children from birth to age five.

• Vaccination Centers Intervention: In collaboration with the Ministry of Health, Iqrali reached over 5,500 parents during vaccination appointments in eight centers across Balqa and Irbid. Families received age-appropriate children's books and were enrolled to a WhatsApp chatbot system that shares age-specific tips and reminders about the importance of reading from birth. A feasibility study revealed that 1 in 3 parents reported reading with their child.
• First Steps Big Step Parenting Program: Partnering with the Royal Health Awareness Society, this initiative provided training for over 1,000 parents, resulting in a 26% increase in parental reading behavior and a 16% increase in literacy-related knowledge.
• Community-Based Interventions: Through partnerships with Zaha Centers in Irbid and Balqa, Iqrali reached 225 mothers with literacy awareness sessions, chatbot nudging, and book gifting. These sessions introduced mothers to effective ways to read with their children under six, fostering a lasting culture of reading at home.
• Mosques Intervention: Designed to encourage fathers to read to their children, this pilot program engaged around 60 fathers and their children in mosque-led sessions, highlighting the crucial role fathers play in fostering their children’s development.

Looking Ahead: Scaling for Impact

As a 5-8 year program, Iqrali is committed to scaling its interventions, deepening partnerships with national organizations, and embedding sustainable literacy-promoting practices across Jordan. The achievements of 2024 showcase the program’s potential to create a positive shift in children's early literacy skills through the power of parents reading to their children from birth.

Together with our partners, Iqrali is not just increasing parental reading—it is shaping a future where early learning is a shared and celebrated priority for every family in Jordan.

"As a father, this was the first time I realized the incredible impact of reading to my baby during her earliest days and months. Watching her engage with books at such a young age was a transformative experience for both of us. I never imagined my child could interact with reading at such an early stage. During reading sessions, she started mimicking sounds, trying to imitate me, and attempting to communicate. The Iqrali program opened my eyes to the profound benefits of reading from the very beginning. With my second child, I plan to start reading from day one."

— Khaled, father of a two-year-old

"Introducing the habit of reading into our home transformed our chaotic moments into truly special quality time. It created a sense of connection and closeness among us as a family that I never imagined reading could achieve. Through it, we’ve laughed, shared emotions, and built bonds with our children. Bedtime has become a calm, peaceful experience filled with stories. Reading is not just a hobby—it’s the simplest and most beautiful activity. I encourage every parent to start today; it will quickly become part of your daily routine."

— Huda, mother of three-year-old twins