Awareness raising, capacity building is critical for promoting environmental protection and community development and increasing relevant skills of people. The aim of the project was to take priorities and action Program for GEF's Small Grants Programme as well as fundamental commitments, international treaties, laws, agreements or conventions on global environment and sustainable development - such as Agenda 21, Ramsar Convention (REGINA amendments), Bonn and Bern Conventions, Convention on Biological Diversity, CITES, IUCN Red Data Book on threatened species, EU Birds & Habitats Directive and etc. - and turn them into national media campaign.

The project contributed towards ensuring a high level of environmental knowledge, skills and sustainable environmental awareness before the Rio + 10 World Summit on sustainable development. To have the broadest possible impact on Lithuanian citizens, the campaign engaged TV and radio broadcasts, Internet and information/ educational publications. Audio-visual materials was prepared in partnership with the Regional Environmental Center for Central and Eastern Europe (REC) Country Office Lithuania.