The aim pursued by this Regulation is to ensure a consistent, objective and comprehensive information and communication strategy with regard to the common agricultural policy. The Community therefore may finance information measures relating to the common agricultural policy with a view to: (a) helping, on the one hand, to explain and, on the other hand, to implement and develop that policy, (b) promoting the European model of agriculture and helping people understand it, (c) informing farmers and other parties active in rural areas, (d) raising public awareness of the issues and objectives of that policy. Those measures may include not only activities implemented at the Commission s initiative, but also annual work programmes presented by farmers' or rural development organizations, consumers' associations and environmental protection associations.