Nowadays the topic of formation of ecological culture and awareness is of particular relevance for the Republic of Moldova. Effective awareness and communication programs should take into consideration the conservation context (meaning biodiversity and threats it is facing), societal context (society, culture, political and economic aspects) and implementation context (the large public as a whole and strategic objectives). It is also important to consider intellectual and spiritual development of each individual as part of key audiences. Besides the very forest-technical activities, FLEG made also an effort to communication forestry issues with the target audiences and the large public. For this purpose, a communication platform was launched and a partnership between FLEG (through also Advertising company Antis-Media SRL) and Agency Moldsilva built since 2010. In 2011, as a result of this partnership, for the first time in the history of Moldsilva a Division of Public Participation and Information was established at Modlsilva’s headquarter. When FLEG started to help Moldsilva improve its communication strategy in 2012, things change and more information was made available to the large public – and this was possible because most of activities have been implemented together with Modlsilva and its 25 forestry enterprises. Of course, the website of Moldsilva (www.moldsilva.gov.md) was remodeled in 2012. In 2015, Antis-Media jointly with Modlsilva conducted a comparative analysis of website statistics and showed that: – 385300 visits were registered for the old site of Moldsilva covering 3-year period of 2009-2011, and 1305448 visits for the new site developed under assistance from FLEG and covering the following 3-year period of 2012-2014 were. This is almost 3 times higher than it was before FLEG implication. Only in 2014-2015 a number of local and national-wide events were organized such as Beech festivals, interactive lectures with children, dialogue platform with the public, contests for art fine schools and sport clubs, international day of children, international day of forests, Europe Days in Moldova, production of written and videomaterials as well as attracting more mass-media experts/institutions to forests and forestry sector. A comparative analysis of Moldsilva’s website – in 2014 and 2015 – showed there is a distinct increase in number of visits in 2015. If in 2014 Moldsilva’s website was visited 621789 times, in 2015 this number increased to 931603 visits - the difference of 309820 visits (33%) shows clear interest in forest topics and openness of forest institutions. Half of top 10 news covered direct FLEG activities (among them wood flow, forest lease and forest benefits were the most popular topics). Another comparative analysis for the recent 6-month period of January-June in 2016 has increased compared with the similar 6-month period of 2015, the minimum difference of visits between 2016 and 2015 was for the January – 927, and maximum difference between 2016 and 2015 was for June – 6590 (see Table 1). Table 1. Statistics of users-visitors of Moldsilva’s website for the period of 6 months of 2016 and 2015 along with trend/difference January February March April May June 2015 12531 11623 12419 12766 13149 9339 2016 13458 15454 16387 16430 16932 15929 Trend ≤927 ≤3831 ≤3968 ≤3664 ≤3783 ≤6590 Starting from 2014 under FLEG assistance, Moldsilva developed annual “Forest Knowledge and Communication Plan”, which included dozens of activities and partners or participants. All these made Moldsilva develop a Communication Strategy of Agency Moldsilva for 2015- 2018, done in compliance with national legal requirements and under guidance from FLEG. Also in 2015 for more effective communication with the large public, social platforms like Facebook and You-tube were involved as well as web-page (www.ecopresa. md), where social video spots were placed: “Children are the forests” a film about what are the forests through children’s eyes and “Living with forests”, both created by Antis-Media with support of Agency Moldsilva and Forest Research and Management Institute. All these show the large public seemed to have started paying attention to forest problems. Wood flow (from origin to final beneficiaries, and its logging) and forest lease (a recent practice to make use of recreation and hunting) are always among the most sensitive issues. As forests are not only trees and wood as it is commonly believed, they are much more than that, and this still needs to be brought to the large public. FLEG built a partnership to try to draw public attention to the current environmental situation, to raise the level of environmental awareness, and form an eco-culture; eventually, to instill love and respect for nature along with a responsible attitude.