In the fall of 2005, Northwestern Hillel hung a banner in the middle of campus. It asked a question: "What will you do better this year?" Hillel's Campus Rabbi, Josh Feigelson posed the question as a thought-provoking conversation starter, just in time for the Jewish high holidays. It worked. People not only noticed the banner, but started having conversations about the question. So Hillel created more banners with more questions, and more conversations ensued. By 2008, Hillel saw the potential for growing the banners into a full-fledged campaign. Feigelson approached Northwestern students Allison Gross '10 and Lexie Komisar '09, both interns in Hillel's Campus Entrepreneurs Initiative, to discuss how the questions and conversations could grow even bigger. With seed money from the Jewish Outreach Institute and the Samuel Bronfman Foundation, Gross and Komisar, with support from Rabbi Josh, launched Ask Big Questions at Northwestern. The initiative included a website, print materials, fireside chats with professors and student-hosted salons. The university provost and the philosophy department contributed additional funds, and the venture took off. In 2011, Hillel: the Foundation for Jewish Campus Life, with the generous support of the Einhorn Family Charitable Trust, invested in Ask Big Questions to make it an initiative across North America, hiring an Associate Director and Educational Director to manage the project. What started with a single question has become a movement for better conversation.