John Iona presented on challenges in developing a reading culture in schools and strategies to address this. He discussed how reading schemes like Accelerated Reader can limit reading selection and reduce reading to comprehension tests rather than pleasure. As a school librarian, he implemented initiatives like library lessons, book clubs, author visits and promoting staff favorite books to encourage independent reading. However, literacy drive programs lacked sustainability when not fully supported by teachers and were sometimes misimplemented. The goal is to liberate reading by embedding it in the school culture and linking further reading to the curriculum.