Over the last decade, Adult Learners' Week in Wales has attracted 183,925 people back into learning. With the help of its partners, annual participants have gone from around 4,000 in 2001 to 25,155 in 2011. Despite this success, however, the campaign needs continually to evolve, adapt and demonstrate value for money. It also needs to be open to scrutiny and present evidence in response to challenges about value and impact.