Because kids are discouraged by maths, by 2010 the US will be short 500,000+ engineers and scientists. To avert a shrinking talent pool, Raytheon aimed to reframe maths in a child-friendly way by igniting intellectual curiosity. Revamping an outdated site, MathMovesU.com was re-launched as a virtual hub where everything runs on math. Kids pick an avatar and choose their grade level. They navigate through themed worlds, play games and solve puzzles. By discovering concepts in a relevant and comprehensible way, kids gain confidence. First month page views increased 535%. Average page views per visitor increased 923%.