Habits are learned. Visit the library.

A 30-second video from the Finnish Library Association. It's delightful.
http://www.youtube.com/watch?v=1eITfhOwyTU&feature=player_embedded

Reading Champions toolkits (pri and sec)

Here is a link http://tiny.cc/Readingchampions to the (UK) National Literacy Trust's new Primary and Secondary toolkits which "use the motivational power of male reading role models to inspire other boys and men to read more" - they are packed full of ideas, activities and case studies to give you plenty of inspiration....
You can download the toolkits by right clicking on the link and then "save target as" and selecting a file location on your computer.