• “I am origin”, “You are origin” and “You are origin” are the titles of the 3 new subcampaigns derived from the original “Look to the Origin” campaign.
• The new audiovisual campaign includes real and direct testimonies from people who have benefited from the Rural Development Programs (RDP).

Now, in October, it's the turn of three audiovisual subcampaigns derived from this one— "I am Origin" / "You are Origin" / "You are Origin" —which are intended to encourage the population's active use of Rural Development Programs, or RDPs . Hence, the three subcampaigns feature direct beneficiaries of these programs.

The importance of the rural world is reflected in the campaign in the following aspects:

• 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.
• Protect the environment and fight climate change, thanks to sustainable agricultural practices and rural innovation projects carried out in Spain.

Much of this is possible thanks to Rural Development Programs (RDPs) . Hence, the three new subcampaigns invite 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 .

“I am origin” / “You are origin” / “You are origin”

The three new audiovisual subcampaigns will be in effect from October 11 to November 12, 2021, nationwide:

• I AM ORIGIN: 3 videos and 1 radio advertorial, among other materials

Communication subcampaign based on testimonials from RDP beneficiaries already underway. The campaign aims to raise awareness among potential beneficiaries that RDP grants are easy to obtain, cover a wide range of topics, and are effective. The campaign aims to encourage potential beneficiaries to take action, as there are many opportunities to obtain RDP grants, and to contact the National Register of Residents (NRN).

• YOU ARE ORIGIN: includes 2 wedges and a radio micro-spot

This subcampaign is aimed at rural residents over the age of 25 throughout the country (with a particular focus on women). It seeks to spark interest among potential beneficiaries in Rural Development Programs—"RDPs are for you, they're for everyone"—and to promote the RRN as a meeting point.

• SOIS ORIGEN: with, among other materials, 2 wedges and 2 microspaces of radius

This communication campaign targets young people and women in rural areas. Its message aims to promote among young people (especially rural women) the idea that rural areas are a good way of life, offering job opportunities. The goal is to attract and retain young people and women in rural areas, promoting agri-food and forestry activities.

Look at the Origin

The campaign's main slogan is "Look to the origin," which tells us that everything has an origin: a place where everything begins and - therefore - is essential to us.

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

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