Non-formal learning can have a crucial role in increasing citizens’ literacy to geoscience providing the opportunity to raise the public profile of geology and geomorphology. Starting from these remarks, the project presented here is one of the first attempts, at national level, aimed at achieving the territorial upgrading based on geoheritage enhancement. The project started thanks to a bottom-up input and involved the collaboration between scholars and local administrations and stakeholders for the valorization of a fluvial area within the Municipality of Castellarano (Emilia Apennines, Northern Italy). To achieve this aim of non-formal learning activities, based on the interpretation of the geoheritage, have been implemented. In fact, the investigated area includes valuable geological and geomorphological features which have been used, in the frame of the project here presented, to promote local geodiversity and geotourism. In particular, three geosites of regional significance were considered for the creation of EarthCaches, interpretative panels and guided excursions. Interpretative contents were designed to be educational, providing accurate but non-technical explanations. Attention was given in including illustrations playing an important role in the learning process. The results revealed that the implemented activities positively contribute to raising public awareness on the value of geoheritage.