In this article we describe and reflect on a large-scale regional adult literacy initiative in the north-eastern Brazilian state of Bahia, Todos pela Alfabetização (Everyone for Literacy), known locally as TOPA, was active between 2007 and 2014. In Brazil 7% of the adult population (11 million people), are illiterate; in the state of Bahia the rate is 11% (over 1m people). A common approach to addressing such a challenge is to launch national or regional campaigns, often with heavy involvement of volunteers, to identify and 'teach' adults to read and write. In Brazil there have been a number of such initiatives. TOPA was underpinned by Freirean principles and committed to promoting adult education in Bahia, to ensure participants' social, political, economic and cultural inclusion. Despite substantial investment, TOPA had limited impact on Bahian literacy levels. Despite this, a new state-wide programme is in development, drawing on the approach and methodology of TOPA. Through a review of academic literature and policy documents we analyse the historical context and development of TOPA, reflecting on the challenges of delivering such a programme at the scale required. We conclude by identifying the lessons to be learnt from TOPA to inform future adult literacy initiatives.