The diploma thesis Treasure Between the Lines: A Project to
Increase the Readership responds to the declining interest in
reading among the adult population in the Czech Republic. The
aim of the thesis is to design a feasible project that
addresses this issue by making reading more attractive. The
outcome is a project plan rooted in theoretical context and
shaped into a practical awareness campaign in public space,
enriched with elements of gamification to engage the target
audience. The thesis is divided into theoretical,
methodological, and project parts. The theoretical part maps
current reading habits, motivations for reading, and analyzes
existing initia-tives supporting readership. The methodological
part describes the process of pro-ject design. The project part
presents a specific proposal of the campaign, including a
timeline, target audience, communication strategy, funding, and
evaluation. The result is a comprehensive project proposal that
can serve as a model for cultural in-stitutions or cities
aiming to support reading in an attractive way in public space.