• “Look to the Origin” is the campaign slogan
• The objective is to focus on the importance of the rural environment and the role played by rural development programs.

The campaign's leitmotif is to reconnect the population with the rural environment, emphasizing its fundamental role in our society, even more so in times of pandemic. Thus, the campaign highlights the importance of the rural world from an economic, social, and environmental perspective, in addition to providing information about Rural Development Programs and the role of the National Rural Network as a platform for disseminating this information.

Look at the Origin

The main slogan of the campaign is “ Look to the origin ”, which tells us that everything has an origin : a place where everything begins and - therefore - is essential for us: “the fundamental is where everything begins” .

Therefore, “look at it, value it, keep it in mind” because you too “ are origin ”.

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 the origins also aims to dispel stereotypes and prejudices about the agricultural world, emphasizing the positive aspects and what it can contribute to society.

Furthermore, the root to which the word "origin" connects goes beyond the food that reaches our tables thanks to farmers and ranchers, since the importance of the rural world is reflected in the campaign in other aspects as well:

• It provides employment to part of the population and generates wealth.
• It guarantees quality of life for those who choose to live in that environment, but also for those who visit or spend time there.
• Take care of the environment and fight against climate change, thanks to sustainable agricultural practices and rural innovation projects.   that are carried out in Spain.

Much of this is possible thanks to Rural Development Programs (RDPs) . Hence, part of the campaign—titled " There's a Rural Development Program for You" —invites citizens to visit the National Rural Network to obtain the information they need and become aware that Rural Development Programs are an opportunity for training, employment, and life.

Planning

The "Look to the Origin" communications campaign is planned to run for six weeks , starting on February 18, 2021.

This first campaign already provides a glimpse into the upcoming campaigns, which will be launched in the media in the coming months, focusing on more specific topics : the new CAP; Rural Development Programs; the forestry sector; the environment; LEADER and Local Action Groups (LAGs); innovation; women and rural youth.

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