Like many financial institutions, Citi lost a fair amount of public trust after the subprime mortgage crisis in 2008. Many Americans, particularly those in the middle class, lost their fortunes, homes and futures after the housing bubble burst, and could only watch in anger as large banks were bailed out. 

Citi asked Edelman for ideas on how they could prove to everyday people that they care about their families and futures. We came back with two bold ideas that answered the call.

These concepts were not ultimately bought by the client, though they did serve as entree into more opportunities with Citi. My reason for including these is to give a glimpse of the thinking that our team put into the task, as well as the creative ideas we recommended. 

TL;DR: Scaring the client a little with your work is sometimes the most responsible thing you can do.