"The goal of the project was to redesign an educational mentoring program, Start Something. The program is sponsored by Target Corp. 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 to appeal to 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. Participant numbers have skyrocketed from 25,000 to over 600,000 since the redesign."