Europeana Awareness is a Best Practice Network, led by the Europeana Foundation, designed to:•\tpublicise Europeana to users, policy makers, politicians and cultural heritage organisations in every Member State so as to encourage the use and contribution of content, raise awareness of cultural heritage as an economic driver and promote knowledge transfer•\tpromote its use by a broad public for a variety of purposes including recreation and hobbies, research, learning, genealogy and tourism – engaging users via user generation of content, creation of digital stories and social networking•\tdevelop new partnerships with 4 key sectors which are currently underexploited by Europeana: public libraries; local archival groups; broadcast organisations and open culture re-users (programmers, developers, researchers and activists)•\tput in place new distribution channels for Europeana content working with the tourism sector•\tfurther encourage cultural institutions to continue to provide content in particular by: raising awareness of the opportunities provided by the new Europeana Licensing framework; developing mechanisms for collective rights management; and increasing the amount of content in Europeana that can be freely re-usedA wide variety of media and channels, both online and offline, will be used to ensure promotion of appropriate and consistent messages to different stakeholder groups. The approaches to be used have been chosen so as d to align closely with the goals of the Europeana Strategic Plan 2011-15 and include both top-down and bottom –up activities.The 48 partner consortium brings together leading players with strong track records in the Europeana network in the areas of work to be undertaken, as well as some new players with specific expertise in areas such as PR, User Generated Content and cultural tourism. Every Member State is represented by a Country Partner who will have a key role in continuing the PR work kicked off by the EAwareness campaigns.