#BeGolden Campaign
In a time when divisiveness and hateful rhetoric have created a hostile environment for many immigrants living in this country, we saw a need to unite our community and restore civility and compassion towards immigrants. We created #BeGolden to improve the way we welcome immigrants to our community. We want to remind people that immigration isn’t merely a political or legal issue, it’s a human issue.
After creating a dynamic brand we were able to get city officials, religious leaders, and businesses to rally and give the #BeGolden campaign tremendous momentum throughout North Texas. The campaign got the Mayor’s Office to implement #BeGolden as a cornerstone of the City’s Welcoming Program, several DISD schools to add #BeGolden to their class projects, and other cities to adopt #BeGolden as part of their community outreach programs. A notion as simple as The Golden Rule was able to open people’s hearts and embrace what brings us together, rather than focus on what sets us apart.
Brand Identity
The gold paint elements were all handmade using golden paint.
Brand Video
Website Design
Content
Series of full-page print ads that ran in the Dallas Morning News
Social Content
Agency: Richards/Lerma
Art Director: Ruth Lovati, Devin Edwards, Lucho Sanchez, Jonatan Zepeda
Copywriter: Madeleine Glenski, Carlos Castro, Matt Villanueva
Creative Director: Rodrigo Maycotte
Brand Strategy: Shannon Dunbar-Rubio, Cindy Almonte
Executive Creative Director: Aldo Quevedo
Photographer: Stewart Cohen
