Mission oriented innovation has attracted a lot of international attention. Around the world, governments and national innovation agencies are framing their policy responses around high-level missions in a bid to tackle ongoing societal challenges. In the EU, missions underpin the ambitious Horizon Europe programme, and are an important driver in mobilising resources to act on cancer, climate change, pollution, and biodiversity loss. In addition, mission-oriented thinking is firmly embedded in key EU policy initiatives, such as the European Green Deal, CAP Reform, Biodiversity Strategy, and recovery and resilience from Covid-19. Although formulated at EU level, these mission oriented policies have been implemented by member states, with each country following its own strategy. It’s not clear, however, how exactly these policies will be implemented at regional level, and in particular rural regions, as arguably more progress has been made in cities than countryside. In this webinar, participants will learn about the main principles of a mission oriented approach, why it has become so popular, and why it can be challenging to implement mission oriented policies. The event will also feature case studies from two PoliRural regions trialling the mission oriented approach, and an interactive session at the end to allow participants to ask questions and/or respond to any of the points mentioned in the presentations.