ING DIRECT

As part of ING Direct's response to the financial crisis, the We the Savers campaign was launched to promote personal savings and fiscal responsibility.

Visitors to the website were encouraged to read and sign The Declaration of Financial Independence. The names and locations of those who had signed the declaration were saved, and the number of signatures from each state could be viewed on an interactive map of the United States.

Additional campaign materials such as badges, e-cards, savings calculator, and weekly polls on various financial topics helped reinforce the message.