Several companies including The Body Shop, Peugeot and Toys R Us within the retail industry expressed the need for better staff education and the ability to attract quality recruits. This they believed would improve their ability to compete on an international level.

The client was a large not-for-profit organisation widely known for creating and delivering education programs to primary and secondary schools across Australia. The company had a particularly strong market share in Queensland and the Northern Territory remote communities. The challenge was to grow brand awareness and product adoption in mainstream schools across all states and territories.