Romania is in the process of designing a national lifelong learning strategy. As seen in many other contexts, the success of implementing the lifelong learning strategy depends largely on cultural and motivational factors that are often ignored by the legislative and institutional arrangements. Our project builds on the necessity to provide soft law mechanisms (based on information, awareness-raising, motivation) to supplement and support the implementation of the strategy.The present application builds upon previous initiatives and projects, aiming to strengthen the practices and partnerships already developed and to ensure the sustainability and transferability of their results. Firstly, the planned activities are built upon a national initiative, “The Festival of Your Opportunities”, that has been going on since 2000 as part of the Lifelong Learning Week, organized at national level. Secondly, the applicant has been coordinating a LLP KA1 project focusing on identifying critical factors and best practices in the implementation of lifelong learning strategies (IDENTIFY: Identification of critical success factors in the implementation of national lifelong learning strategies, through collaboration and exchange of expertise, 2009-2010). The project results have been taken up by the ministerial expert group in charge of drafting the national strategy. Following the critical factors identified in the national context (among others, developing a culture of lifelong learning and encouraging participation), the present proposal aims to develop a nationwide information and promotion campaign, using the expertise gathered as part of the Lifelong Learning Week and the “Festival of Your Opportunities”, as well as the information and promotion networks active at local level (county school inspectorates, schools, , associations of popular universities , adult education regional centres, private and public vocational training providers, trade unions, NGOs, adult educators and trainers etc). The campaign would focus on: (1) encouraging participation of learners and other stakeholders in lifelong learning activities, through media campaigns and awareness-raising activities, (2) promoting the concept of lifelong learning, as an integrative approach to all learning activities, whether formal, nonformal or informal and (3) providing customized information on lifelong learning opportunities, through integrated workshops/seminars organized jointly by different sectoral programmes of the Lifelong Learning Programme, with the participation of other relevant organizations (Eurodesk, Europass, Euroguidance, EURES). Therefore, the project would contribute to the final drafting phase of the national lifelong learning strategy and will facilitate its implementation, by customising it to the needs of different categories of learners and providing useful tools for strategy implementation (top-down approach), while raising awareness and developing motivation of learners (bottom-up support).