No one wants to think about their student debt – and it's big a problem. But what if people had the chance to win $ just by facing the issue and learning how to make better financial choices? As part of the Face The Red campaign for SALTMoney.org, we rethought the traditional sweepstakes model to do just that. The more participants consumed SALT content, used tools, discussed the issues and recruited their friends to do the same, the more chances they earned to win $10k for college. 

The Results? 79% of sweeps entrants opted-in to become SALT members, a 60% increase of their member base in 60 days. Facebook "fans" increased by 2,761% and Twitter followers doubled.

Role: Creative Director and UX Lead