DADS read to their children differently to mums.
They take a different approach, says Bundaberg's Brad Marsellos, and that's why he is an ambassador for Dads Read.
The father of one, and another on the way, said he enjoyed reading to his son, Augustus, and had done so since his son was six days old.
He said not only did it give them the opportunity to bond but he could now see the toddler's comprehension and learning was benefiting.
Mr Marsellos said fathers seemed to read differently to mothers or other carers as they were more visual in their approach.
"I find I take a slightly different angle to his mum," Mr Marsellos said.
"There is a diversity in our reading and in our voice."
The Dads Read program is targeted to get the male figure in a child's life to start reading to them from birth.
Its aim is to raise awareness of the importance and benefits of fathers and families reading with their children, particularly in their early developmental years.
Mr Marsellos said society spent a lot of time celebrating sport and he believed it was time to also celebrate being smart.
"We want kids to see role models from this program just like they do in sport," he said.
"Role models who say hey it's great to be smart."
He said with Bundaberg having such a high rate of unemployed people, the program could benefit the city in the long run.
"Bundaberg is the hub for this, I encourage people to go along and check it out," Mr Marsellos said.
The Bundaberg Regional Library sponsored the project in partnership with First 5 Forever and ABC Wide Bay.
A Dads Read event will be held at Buss Park, Bundaberg, on August 22 from 10am and is an open event for everyone to enjoy.
"It's never too late to start reading to your child," he said. "And what may seem like a lot of effort at first gives you this wonderful feeling afterward."
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