The NLT does some outstanding work, however I think this is a well-intentioned but ultimately ill-conceived campaign to appeal to reluctant readers. I doubt any boy who doesn't like reading - because that it the intended target - is going to pick up Roald Dahl book because some lesser light in the Premier League firmament has been pictured holding a brand new copy. A pity, because with a player of Frank Lampard's standing on board it could be much more productive in its aims.
