Incentives to read will include vouchers and 2-for-1 DVD rental
Students at Hartpury College are being encouraged to read six books within six months.
Instead of just concentrating on core text readings, the aim is to read more books for pleasure.
It is hoped that students will choose topics like fiction, biographies or crime thrillers to enhance their literacy and reading skills.
The Six Books Challenge is being led by the College's Learning Resources Centre and the Learning Support Team.
Emma Delaney, campus librarian at the college, said: "We see plenty of students using the library for computing, group work and borrowing text books and we want to help support their wider reading skills by reminding and encouraging them that books can be a welcome and enjoyable escape from their studies and any day-to-day pressures in their lives."
Pat Hopkins, Hartpury's head of Learning Support, agreed: "The College's role is not just about helping students to pass the course they have signed up for, but about making them capable of so much more in their life.
"Better reading skills are central to this, as well as a great way of relaxing and learning new information and knowledge."
The students will be offered incentives to take part in the six books in six months challenge and will be asked to keep a diary of their journey to show what they gain from reading.