What’s Your Rustad Risk?
CREATIVE DIRECTION, UX DESIGN & DIGITAL STORYTELLING
Rustad Risk was the answer to a question the BC NDP had struggled with over many campaigns: How do you tell the story of what your opponent’s cuts are going to do to a voter’s budget in a realistic, engaging way?
Concepted, designed, developed, and delivered by a tiny internal team in less than a week, Rustad Risk used provable commitments from our opponents platform to create a fun mobile-first tool for voters to figure out in real-time what Conservative cuts would cost them.
Rustad Risk’s calculator added up answers to simple lifestyle questions to determine a dollar figure of what they’d be paying personally once programs were cut or the Conservatives piled on new fees.
For most users, their ‘Rustad Risk’ was between $5,000 to $25,000 per year — scary numbers and huge hits to tight household budgets.
This site allowed our team to engage persuadable voters online and on the door, reaching 62,000 unique British Columbians in three weeks. In a tight election win decided by just 22 local votes and 33,000 votes BC-wide, Rustad Risk helped make a difference.
Rustad Risk was a finalist for ‘Best Canadian Website’ and ‘Best International Website’ in the 2026 Reed Awards.
