The “I Lost A Bet” brand platform ran for two years and focused on prevention of problem gambling instead of waiting until it was to late. Traditionally this subject had a very serious tone, but since we were targeting college aged males we subverted the convention and used comedy to draw them in. This platform was my baby and I made sure every single piece of communication was lovingly crafted to the highest standards. Despite the fact that this only ran in the state of Ohio it was featured in international publications and used as a teaching example in countries like Canada and New Zealand. We received hundreds of emails from people who got help because of this work. To this day it remains the most meaningful part of my career and truly represents who I am as a creative and more importantly as a human being.