I stumbled on this one just today. It looks to be simply sponsored by a Catholic bookstore that simply saw a need. This is the fourth year of the program.
It’s interesting in that there are both adult and kid components. For kids, it’s “read 20 books and earn a prize” (which I never saw specified). For the adults, it’s a recommended reading list with an online discussion feature.
Nice change of pace, anyway. If anyone tries it, I’d like to hear what you think.