Her original goal was to improve literacy rates. Targeting children under 5 seems like a strange way to approach this. Reading to your kids is great, and there is some evidence it might help, but if you want kids to read then getting great books into hands of 5-10 year olds seem like it would help more.
Despite coming from a very well-read family, and having been read to at an early age, I resisted reading at a young age. I just wasn't interested in it, and preferred doing other things. It wasn't until 4th grade where I found a copy of 'A Book Dragon' somewhere and fell in love with it. Despite probably being above my reading level at the time, I struggled through it and then went on to devour just about every fantasy book I could get my hands on, becoming an avid general reader in the process. The right book can really make all the difference.