On the 13th November 2019, PaperTale launched a crowdfunding campaign on Kickstarter to raise awareness for the developing technology and its benefits for the industry. While the campaign did catch interest in the media and saw a few publications, on the consumer side it didn’t land as intended and the kickstarter goal was missed. Here PaperTale learnt lesson number 1 : blockchain and traceability are complex topics to consumers and going forward we needed to work on communication.