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Italy's RURALand Campaign Targeting Young People

Tool category
& type


  • Campaign
  • Keyword(s)

    Awareness raising, Campaign, Communications, Visibility, Young people


    The RURALand project is an awareness raising campaign which includes the Rural4kids, Rural4teens and Rural4youth initiatives. These are aimed at informing future generations - the primary, secondary and tertiary students - about the effects their actions and habits have on society and the environment. Building on a set of pilot activities, the initiatives include development and dissemination of teaching materials, kits for national competitions, promotional materials such as adhesive stickers, postcards, roll-up banners, covers for writing books, wall posters, leaflets, kits for creating masks for theatre, instruction manuals for creating stories, booklets about caring for natural resources, other pedagogic material on water, biodiversity, climate and energy, blog sites, and tertiary level study programmes and modules.

    & RDP Region(s)


  • [IT] National Level
  • Main purpose

    The main aim of the campaign is to raise awareness among school and tertiary level students of all ages about the effects and impact their actions and habits have on the environment and society, encouraging them to think about their actions and to behave responsibly.

    tools used

    A wide range of tools used in the campaign: - Rural4Kids (target primary school children) including: a national competition, using 4 volumes of materials - on biodiversity, climate, energy and water, a kit for the national competition and promotional materials; a set of materials promoting the website (including stickers, postcards, banners, posters, brochures); a set of materials for the competition (kit for masks, instruction manuals for creating stories, a booklet on the importance of water, energy, climate and biodiversity); a set of didactic materials for the school teachers competition (including brochures and books).
    - Rural4teens (target lower secondary school pupils) including: a pilot project involving three schools with a blog facility and teaching materials.
    - Rural4youth (target tertiary students 18 to 26 years) including: realisation of a computer platform, use of the web community Yourruralnet, creation of a video by students containing images, photos, etc.

    Target audience

    General Audience:

  • Students
  • Youth
  • Urban Population
  • Rural Population
  • Technical information

    See website link:

    Date produced

    09/2009 to 05/2011

    Cost range

    > €100 000


    Italian National Rural Network

    Distribution & Promotion

    Through the National Rural Network

    Name of organisation

    Ministero delle Politiche Agricole, Alimentari e Forestali (Mipaaf )

    Type of

    Managing Authority


    Name of contact person

    Graziella Romito


    Via XX Settembre, n. 20 - 00187 Roma


    0039 06 4665 50 41 41