While at Clemenger BBDO Lew led a project to design a behaviour change programme to attract more Māori into the health workforce. The scope of the project was the Central Region DHBs including Wellington, Kapiti & Coast, Hutt Valley, Wairarapa, Hawke’s Bay, Taranaki and Manawatu. Following extensive consultation and research across these areas a workforce development model was designed the was based on Te Ao Māori principles. It included a reframing of the idea of working the Health sector to Whānau manaaki whānau. It identified a continuous loop of inspiration and reinforcement, and it identified a series of practical interventions and strategies to help drive the programme.