Background Protection measures for biodiversity in Cyprus are poorly understood and implemented. Consequently, the effectiveness of the Natura 2000 network may be compromised. The Gellis Scoping Study (2007), for instance, found that only 15% of Cypriots were familiar with the term 'biodiversity', while a Eurobarometer survey (2011) showed that, although 100% of the public surveyed considered environmental protection to be personally important to them, only 31% chose biodiversity loss as one of the five most important issues. This low awareness also permeates key stakeholders such as government departments (other than those immediately concerned), politicians, the judiciary/law enforcement, farmers, hunters, fishermen and rural landowners. In contested land-use situations, economic interests usually prevail, while there has been considerable negative reaction to the Natura 2000 process and to the size of designated sites. Indifference towards biodiversity is manifested in direct threats to biodiversity, such as a failure to control the illegal trapping and killing of well over a million migratory birds every year; the uncontrolled use of illegal poisons targeting pest species that causes significant damage to predator populations; expanding urbanisation in rural areas; overconsumption of natural resources such as water; the intensification of farming in the lowlands and its abandonment in the uplands; and the absence of a clear strategy counteracting the spread of invasive alien species. Objectives The BIOforLIFE project’s objective was to conduct an awareness-raising campaign focusing on aspects of biodiversity. Its aims was to make the concept of biodiversity better understood among the general public, and influential policymakers or actors whose decisions/actions have an impact on biodiversity protection (e.g. the judiciary/law enforcement, politicians, government departments, tourist industry and hunters). The campaign would target specific audiences, through a range of media, to generate: Improved understanding of biodiversity and the need to protect species and habitats; Better acceptance of the Natura 2000 process; and More effective integration of biodiversity into land-use (territorial) decisions. The project will help implement the targets set out in the EU’s 2020 Biodiversity Strategy (EU COM (2011) 244 final) to halt the loss of biodiversity and the degradation of ecosystems. Results The BIOforLIFE project conducted a comprehensive and broad-based awareness-raising and communication campaign, with the aim of halting biodiversity loss in Cyprus, utilising mass media, social media and a website, events, training courses, seminars and networking activities. The project partners, Dias Publishing House (co-ordinating beneficiary), the Department of Environment, Terra Cypria (the Cyprus Conservation Foundation) and GrantXpert Consultants, implemented such an approach for the first time in Cyprus. It benefitted greatly from bringing together a media conglomerate, an NGO and the relevant government department, to produce and implement a multifaceted campaign about the significance and value of biodiversity. This has helped to overcome the apathy and a lack of generally available information on this issue. The communication campaign reached the general public, as well as specific target groups, especially stakeholders and decision-makers. The campaign raised the level of understanding concerning the importance of biodiversity. In particular, it highlighted the seriousness of the bird slaughter that takes place in Cyprus during the migratory period every year, when millions of birds representing the natural heritage of Europe and Asia are killed as they fly across Cyprus. In addition, it raised the profile of Cypriot species that are being affected by human prejudices, such as bats and snakes; the need to protect species and habitats through the enforcement of relevant laws; and the need for a more effective inclusion of biodiversity with regards to territorial planning. BIOforLIFE disseminated positive information on the Cyprus Natura 2000 network to make it more acceptable to the public (a goal of the EU’s 2020 Biodiversity Strategy). This has helped combat the negative misinformation that often informs discussions with land developers and farmers. The campaign succeeded in widely disseminating project information on biodiversity to a large section of Cypriots, who now better understand what biodiversity means and its value. Among the environmental benefits of the project implementation are the achieved goal of a 10% reduction in sea turtle mortality in the Akrotiri area (mortality rates in other areas remained the same), and a change in attitude on the consumption of illegally trapped songbirds. In the start-up survey 47% said they knew why some people are against the killing of blackcaps (ambelopoulia), while the number had risen to 95% by the end of the project. The issue of the illegal and indiscriminate trapping of migratory birds, has been highlighted thorough several television discussions generated by the project. An additional long-term benefit has been the dissemination of information on the concept of invasive alien species and the impact they have on the local environment, as well as the health and safety of the public. Other messages related to the value of biodiversity have also been disseminated, including those concerning sustainable development and eco-tourism, and waste disposal and the need for recycling and composting. The LIFE project’s information campaign made it possible for people with complementary skills and knowledge to work together, who would not have normally interacted in this way. In this way, the project team created a network of contacts among diverse stakeholders. Through these contacts, Terra Cypria and the Environment Department have developed relationships with individuals and stakeholder organisations to promote biodiversity issues post-LIFE, for example, with continuing presentations to the Cyprus Scouts and other groups. Similarly, the Union of News Editors of Cyprus has requested cooperation with the Environment Department and Terra Cypria through ongoing workshops. Further information on the project can be found in the project's layman report and After-LIFE Communication Plan (see "Read more" section).