"Studies has shown that despite of numerous training options available for adults, all potential target groups are not involved in. According to PIAAC data, only 20% of adults with low skills participate in job-related adult learning. Data from the 2016 Adult Education Survey (AES) says that 11.6% of adults with low skills looked for learning opportunities compared to 35.5% of adults with high skill levels. Similar learning gaps characterize other marginal groups (other language, marginalized groups by age, race or gender). Thus the lifelong learning strategies need support by smarter outreach strategies. Last decade has changes the way of communication. Marketing guru Philip Kotler (Marketing 4.0, 2017) says that recent research across industries show that more customers believe more in the f-factor (friends, families, Facebook Fans and Twitter Followers) than in marketing communication. Peer-to-peer information said to be 4 times more ""sticky"" than official information. Studies has shown that adults, especially marginal groups tend to be more skeptical towards official information and need much more individual approach in communication. Along with the growing flexibility of study forms, acceptance of informal learning or mixing curriculas also the forms and channels of communication needs restart and more innovative and inclusive communication tools and channels to reach efficiently to adult learners. The AIM of the project is raise learning demand by development of smart outreach tools in adult education target groups.Project has three specific OBJECTIVES:1) design methods for adult education institutions and provide knowledge to participant organisations staff on how to inform, inspire and engage adult learners in communication process;2) test innovative communication and marketing tools within project partnership and demonstrate the best practice to adult education sector;3) promote smart outreach.The project involves 7 adult education institutions from 5 countries across EU who unite their knowledge and experience to reach the project objectives. The main ACTIVITIES are:1) three short-term training events to exchange experience, learn on how to engage adult learners in communication process and learn how to build up a smart outreach campaign; 2) piloting of the outreach campaign to test tools and methods and find innovative solutions;3) share the lessons learned and compile 2 intellectual outputs: publication ""Instruction package on how to involve adult learners"" and webinar ""Smart outreach: practical tools and tips"". 4) promote the smart outreach approach via dissemination and 5 national multiplier events. By these activities following RESULTS AND IMPACTS expected:1) 67 staff members whose main task is connected with communication have participated in the project activities and has improved their knowledge and skills on how to involve, inform, inspire and engage adult learners into communication, has got practical experiences on smart outreach campaign implementation and improved skills to demonstrate the best practice. With new competences the organisations has improved communication with adult learners.2) at least 115 persons from adult education institution has received new knowledge and skills about smart outreach and thus the organisations are able to improve communication with their target groups.3) by these improvements adult learners, especially marginal groups of learners has suitable communication channels and improved access to trusted information and what are preconditions to raise adults learning demand. The project will develop and promote smart outreach approach for adult education in close cooperation and networking to achieve both project aims but also serve efficiently adults needs for lifelong learning in local, regional and EU level."