Motivation:
Mathematics is often perceived as a dull, uninteresting and unpopular subject. It is socially acceptable to say in public that one is 'no good' at mathematics, and the subject is often undervalued or disparaged in the media by public figures.

Many existing initiatives aim to improve the public image of mathematics in schools, through teaching and in the media. However, the majority of the population is not 'reached' by books, mathematics lectures and programmes on elite radio stations and TV channels.