In the fall of 2006, we launched The Great American Photo Contest, an online baby photo contest. The concept was to create a safe environment where people could show off photographs of their children, enjoy browsing through photos of other children, and win cash just for participating. The website taps into the idea of empowering the public to choose a winner by voting, which results in some friendly competition among contestants to see who can generate the most votes. Participation in the competition is simple and free, and supported by advertising sponsors. To date, over $250,000 in cash prizes have been given away.