The challenge was to redesign an existing campaign for an educational mentoring program called Start Something. The program is sponsored by Target Corporation and The Tiger Woods Foundation, which helps build core values and inspire leadership qualities in youth. The program is administered by teachers and adult leaders. The information and design needed to be cool and aspirational looking to appeal towards pre-teens and teens. The use of arrows and monochromatic imagery became the visual metaphor to the whole campaign.
The materials included ads, in-store kiosk posters, perforated postcard posters and a kit that included educational materials, stickers, award certificates, and wrist rubber bands with inspirational phrases. At the time of the campaign launch, the participant numbers skyrocketed from 25,000 to over 600,000 since the redesign.