In other words, not an endeavor that promotes reading for the sake of reading; reading as one of life's greatest pleasures.
No, that's much too hedonistic and frivolous for the Ceeb Savonarolas.
If anything, Canada Reads pushes joyless reading, reading that's good for you, dammit! (the literary equivalent of, say, cold porridge sprinkled with wheat germ), for the sake of marching in lockstep with other true believers.
Too bad Mao's Little Red Book isn't Canadian. It would have been a Canada Reads shoe-in.
Update: The antithesis of--and antidote to--Canada Reads:
Reading is not about progressing toward a finish line, any more than life is.