Research suggested that teenagers are more likely to act for others (their mates) than for themselves. So, we created Stop.Think.Win, an online game where young teens are encouraged to look out for one another when crossing the road to win rewards. In the spirit of going where the consumer is, rather than expecting them to come to us, we hosted the game on Habbo (a social world-building game and online community aimed at teens and young adults). It was played over 2 million times within a year of launch.