NAIDOC Week has been celebrated since 1938 however the awareness of the week has not been widespread. City of Sydney (The City) engaged the help of Leonards Advertising to raise the awareness of such an important week. Events filled the week in celebrating the achievements and culture of Aboriginal and Torres Strait Islander Australians however the numbers were waning over the years and The City needed new ways to engage the public and boost event attendance. Further to this challenge, The City had limited budget to do this.