In Spain few kids leave home before their thirties, so the government developed a website offering information about the various grants available to young people to help them become independent.Some time later the website wasn’t receiving the expected number of visits and kids were still unaware of the grants available. How could we increase traffic to the site? How could we make sure the information reached the kids? How could we call the attention of such a complicated target?Aware of the fact that it’s human nature not to appreciate what we have until we lose it, instead of offering advice, we took it away.