As both literacy and lifelong learning are closely related to reading, the LiRe project aspires to bring about positive change in both areas, through coordinated efforts and collaboration in the field of reading promotion at the European level. The Lifelong Readers (LiRe) project aims, (i) to convince stakeholders about the need to devote more time and effort to reading promotion and to place reading for pleasure at the centre of their policies, approaches and practices, (ii) to provide stakeholders with guidance, training, and an array of tools for reading promotion in the primary school, and (ii) to initiate change by implementing reading promotion programmes in all participating countries.