Skoll was the company's first chief executive officer, but stepped down in August 2006. The firm's' initial plans were to produce four to six films per year, each with a budget of $40 million. It focused on films in six areas the environment, health care, human rights, institutional responsibility, peace and tolerance, and social and economic justice. It evaluated projects by running them past its creative executives first, only then assessing their cost and commercial viability, and analyzing their social relevance last. Once the decision was made to go ahead with production, the company asked non-profit organizations to build campaigns around the release. In some cases, the studio has spent years creating positive word-of-mouth with advocacy groups, which are often encouraged to use the film to push their own agendas.