The National Rural Network highlights the importance of LEADER and innovation for rural areas in its new communication campaign.

• “Act at the source” and “Innovate the source” are the two new subcampaigns derived from the original “Look to the Source” campaign.
• “Innova el origen” promotes innovation in the rural world within the Rural Development Programs (RDP)
• "Act at Origin" encourages rural residents to use the LEADER approach in the development of their rural projects.

The National Rural Network (RRN) launched the communication campaign "Look at the Origin" in February 2021, aimed at raising awareness among the population about the rural world and highlighting the importance of the use and employment of Rural Development Programs. (PDR) in the transformation and development of rural areas.

Following a second wave of the campaign in October 2021, led by the sub-campaigns “I am origin”/“You are origin”/“You are origin”, a third wave of the campaign has just launched, featuring the sub-campaigns “Act at origin” and “Innovate the origin ”.

• “Act at source”: shows how the RDPs contribute to local development through the LEADER approach and the figure ofLocal Action Groups (LAG) as meeting points in rural areas.

Above all, the aim is to promote among the rural population (with a particular focus on women) the idea that rural areas are a good way of life, and that the LEADER approach offers employment opportunities in rural areas.

• "Innovate the Origin": seeks to promote innovation in rural areas and inform beneficiaries and potential beneficiaries of measures to promote innovation in rural areas within Rural Development Programs, as well as raise awareness of its importance in improving productivity and sustainability in the countryside.

Both sub-campaigns share a common denominator: they invite citizens to go to the RRN to obtain the information they need and become aware that Rural Development Programs are an opportunity for training, employment , and life .

Look at the Origin

The campaign's main slogan is "Look to the Origin," which tells us that everything has an origin: a place where everything begins and - therefore - is essential to us.

The word "origin" reconnects us with the rural environment and establishes a reconciliation between the urban and rural worlds, now that they are closer than ever.

This look at origins also aims to dispel stereotypes and prejudices about the agricultural and forestry world, emphasizing the positive aspects and what they can contribute to society.

This is the first advertising campaign that the National Rural Network has developed in external media. To date, the National Rural Network has used its own media, such as its website, its monthly newsletters , its participation in social media ( Facebook , Twitter , and Instagram ) , and the quarterly magazine "Rural and Sustainable Development ," all of which serve as communication tools that disseminate and publicize what is happening in rural areas.