The research about Near Earth Objects (NEOs) is a major topic in planetary science. One reason is the potential hazard some of them pose to human beings and, more in general, to life on our planet. Moreover, the physical characterization of NEOs allows us to put constraints on the material accreted in the protoplanetary nebula at different solar distances and can give us insights into the early processes that governed the formation and the evolution of planets - including the delivery of water and organics to Earth -, and into further evolutionary processes that acted on asteroid since their formation - such as collisions and non-gravitational effects.The "NEOROCKS - The NEO Rapid Observation, Characterization and Key Simulations" Collaborative Research Project has been recently approved to address the topic c) "Improvement of our knowledge of the physical characteristics of the NEO population" of the call SU-SPACE-23-SEC-2019 from the Horizon 2020 - Work Programme 2018-2020 Leadership in Enabling and Industrial Technologies - Space.The aims of NEOROCKS are:to develop and validate advanced mathematical methods and innovative algorithms for NEO orbit determination and impact monitoring; to organize follow-up astronomical observations of NEOs efficiently, in order to obtain high-quality data needed to derive their physical properties, giving priority to timely addressing potentially hazardous objects; to improve dramatically statistical analysis, modelling and computer simulations aimed to understand the physical nature of NEOs, focussing on small size objects, which are of uttermost importance for designing effective impact mitigation measures in space and on the ground; to ensure maximum visibility and dissemination of the data beyond the timeline of the project, by hosting it in an existing astronomical data center facility; to foster European and international cooperation on NEO physical characterization, providing scenarios and roadmaps with the potential to scale-up at a global level the experience gained during the project; to apply and guarantee continuity of educational and public outreach activities needed to improve significantly public understanding and perception of the asteroid hazard, counteracting the spreading of "fake news" and unjustified alarms. Acknowledgement: This project has received funding from the European Union"s Horizon 2020 research and innovation programme under grant agreement No 870403 (project NEOROCKS).