To help people move from stress to confidence by dealing with the number one cause of stress in America--money. We did this by creating a movement that people want to join, but one that no one owns.

Internal: video, printed material, rallies for 25,000 employees, book.

External: Super Bowl 50 television commercial (February 2016, which reached 150 MM Americans), outdoor, print, social media, PR

In less than three months we have generated over 1.3 billion impressions, with 532,225 unique visitors and counting.

We generated $2MM in earned media through PR.

We created simple tools to help people start, by taking one step at a time.

We used community events, social media to ignite discussions.

60% of those who’ve joined the movement have taken the mental wealth quiz

Corinne Cuthbertson, VP Marketing SunTrust:

"This is the biggest project that SunTrust has ever done. And it's making a huge difference."

This single idea has the potential to change the lives of millions of people and in the process is bringing a whole new generation to the bank.