Personal finance isn’t taught in school, and most parents are still learning as they go. So in order to help millennials understand things as complex as taxes and budgeting, BofA created Better Money Habits—a site with free financial guidance.

There was just one problem: Millennials wouldn’t engage with them on social. Shocking, right? 

So we found a new way to stop millennials dead in their tracks (and feeds), with street art. During a music festival, a holiday shopping weekend, and college midterms, we displayed pieces of Better Money Habits advice in a beautiful and unexpected way.

Hundreds flocked to see the work, and thousands started following us on social. Because when it comes to something as important as money, everyone can use a little Concrete Advice.