Background The Natura 2000 network is still not widely known, and this lack of knowledge is one of the main negative factors affecting its maintenance. Neither the restrictions of the Natura 2000 network nor the opportunities and benefits for the rural population are well known by those directly affected – i.e. those who live in and use these sites and who therefore have a role in the long-term conservation of the sites. In addition, many people are misinformed about Natura 2000. Most people in Spain know about national parks and nature reserves, yet few know the meaning of Natura 2000. Some important social sectors (eg farmers, hunters, businesses) remain concerned that the declaration of an area as part of the Natura 2000 network may hamper its social or economic development. However, the incorporation of an area into the Natura 2000 network can represent an excellent opportunity for development of large areas of Spain where well-preserved nature adds value to local products of high quality. The potential to attract eco-tourism also supports the case for sustainable development. Objectives The project aims to further the implementation of the Natura 2000 network. Specifically it aims to: Spread knowledge about the Natura 2000 network, its biodiversity and natural resources through a media campaign; Change attitudes among different groups affected by the Natura 2000 network by highlighting the benefits and opportunities for those belonging to these sites and spreading knowledge about which activities are legally permitted and which ones must be carried out in a different way in order to protect biodiversity and preserve natural resources; Create opportunities for the socio-economic development of Natura 2000 sites through sustainable tourism and outdoor activities. This will involve promoting Natura 2000 as an opportunity for the sustainable development of the tourism sector and any other activities related to nature. The project will also encourage the development of regional product clubs and promote the guidelines set by the “European Charter for sustainable tourism”; and Train a new generation of environmentally aware citizens, through activities aimed at schoolchildren. Expected results: The widespread dissemination of Natura 2000, its values, objectives, resources and socio-economic benefits through a media campaign. This will include the publication of a book, a project website, social media tools, a photo exhibition and targated education and training sessions. It is expected that the project will generate signiciant media coverage (including 120 news items, 60 interviews and 60 radio spots. A measurable result will be that two out of three people from the project area will have an accurate awareness of Natura 2000 by the end of the project; Key national tour operators will effectively promote Natura 2000 sites, with a particularfocus on inland tourism, eco-tourism and cultural highlights. A promotional video about the Natura 2000 network will be produced and the tourism service of Agencia EFE will hold a total of 15 meetings with tour operators; Some 1 000 technicians from regional and local authorities, and other public bodies will undergo training on the Natura 2000 network; The agriculture and livestock sectors will demonstrate a more positive attitude towards Natura 2000, and will actively participate from the beginning in the implementation of conservation guidelines for these protected sites. A total of 55 meetings – open to farmers and other inhabitants of the selected Natura 2000 sites – will be organised, with an expected total attendance of 1 800 people; and 10 000 schoolchildren and teenagers (aged 6-18) from 30 localities of Extremadura will take part environmental awareness activities, including a regional theatre contest, some 100 workshops at 30 schools and a celebration of the World Environment Day.