>Its peer pressure. Monkey see, monkey do

This is absolutely true and key to solving this issue - Parents and the kid's home life are a far bigger influence than their school (is in most cases).

Children learn through imitating those around them, that's how they develop their sense of what is "normal". If there are no books in the house, and the parents don't read themselves, it's almost certain they will grow up reading little to nothing and reading for pleasure will be an activity they won't even consider doing.

So sad :(