Targeting disaffected adults with little formal education and/or adults with negative experiences of education, the attract and retain project aimed at marketing the benefits of lifelong learning and promoting successful learning re-engagement within the target group. Encouraging existing adult learners to become learning ambassadors, partners worked together to develop and test a preparatory training model for all such ambassadors. Activities centred round the identification of innovative practices and motivation strategies, the production of ambassador training materials and the hosting of a forum for ambassador-trainers to share their experiences. Key outputs, each forming an integral part of the Attract and Retain toolkit, comprised a DVD and a Training Handbook.