Why would some group go out of their way to create a day forcing people to do something they're allowed to do anyway?

Apparently Focus on the Family has declared October 4th “Bring your Bible to school day.” Many Christians are attributing it to Trump but it’s not his doing.

What is the point of this? If parents want their kids to pack Bibles off to school every day, give them Bibles to take every day.
What are the kids supposed to do with the Bibles once they get them to the classrooms?