My primary school had a reading program as well. And I remember each class having its own 'mini library' at the back wall, and you were encouraged to pick a book and read after you were done with your assignments. Most of the children in my school didn't fancy reading very much, partly due to fact that they were forced to read the wrong kind of books; the sort that didn't agree to their individual personalities. Needless to say, it became more of a dust trap than anything else. Anyone who even dared approach that section was quickly chastised by the 'cool kids' and labeled as a 'nerd'.
I had to sneak a few books out just so I could read them.
In my secondary school, it was better. Every morning during assembly, everyone HAD to have something to read. A newspaper, a book, a documentary magazine, whatever. As long as it had more words than pictures and you weren't reading any questionable material, it was fine. Everyone had a book they loved, and the library we had was quite well stocked. Everyone scored above average grades for their English exams.
But I digress. The main proponent to this reading crisis is the fact that most kids are not reinforced in their interest to read. One must first crawl before they walk. You need to have a 'base' to build your interest upon first. And to have interest, you must find something that they view interesting to read. Most start with fantasy and teenage fiction. From there they can progress to high fantasy such as Lovecraft or Tolkien, or to the deeper mysteries of science fiction. They then dive into more varied genres until they hit upon the one that never fails to draw them in. For me, my calling was Philosophy.
But some DO embrace ignorance. They will always be these kind of people. Some call it platonic wisdom, but I just call them fucking idiots.
The hardest thing of all, however, is pulling children off the modern machines of quick, meaningless entertainment. Making them do something that takes more effort than sitting blank-eyed with no cerebral activity whatsoever is an achievement in itself.