Through the influence of Scotty Black, Forrest started the GenerationOne project, with assistance from James Packer and Kerry Stokes, who each donated 2 million, along with the support of their respective media stations, Channel 9 and Channel 7. GenerationOne and the Australian Children's Trust help to create sustainable solutions on addressing social disadvantage. With Kevin Rudd, Forrest launched the Australian Employment Covenant, that campaigned for businesses to hire Indigenous Australians, as they could "add value" to Australian businesses because they were "professional and reliable and wonderful" and that there is no reason for Indigenous disparity. GenerationOne ran a series of television advertisements privately funded by Forrest, Packer and Stokes. Between 2008 and 2011, Forrest obtained 253 business signatories to his covenant. With Rudd, Forrest planned to employ 50,000 Aboriginal people. As the two-year deadline approached, estimates put the number of Indigenous job placements under the scheme at around 2,800, well short of the original goal.