Challenge

Attract workers into vital, yet challenging roles.

Insight

There is no better feeling than that of knowing you made a difference.

Solution

There are a lot of people going home after work unfulfilled; people who deep in their hearts know they can be more. Fuel's campaign answered their calling, by demonstrating that helping others for a living is both a beautiful and reputable thing to do. That you can go home every day knowing you made a difference.