The mission of this project is to make a significant contribution to raising awareness about the importance of Photonics, aiming at having impact on young minds, entrepreneurs and society as a whole. GoPhoton! aims to transmit a critical message across Europe: Photonics is ubiquitous and pervasive, it is a key enabler of the European economy and job creation, and it offers outstanding career and business opportunities. The project intends to address these challenges through a series of actions that will be developed through a collaborative network, the European Centres for Outreach in Photonics (ECOP), an alliance committed to creating durable long-term partnerships for enhanced engagement in Photonics outreach. The project aims at strongly involving the relevant European stakeholders, seeking synergies with Photonics 21, the industrial clusters and educational networks, and a possible International Year of Light in 2015. The existing tight links of the project partners with the local educational networks (teachers and science museums) will be extensively used and amplified to engage youth. Communication specialists and media will play a critical role as multipliers of the message to make Photonics a household word and to reach out the general public.