The state of Ceará is one of the poorest in Brazil. For the past two decades, Ceará and the World Bank have worked together to find ways to reduce poverty and foster sustainable development. While the quality of life of the Ceará people was improving as a result of the World Bank partnership, poverty remained deep and severe by any standard.
Concerned that public policies were not achieving better results, the government of Ceará and the World Bank agreed to promote a joint effort to change that. To do so, the World Bank hired the Crossland group to lead the change.