#BeGolden Campaign - #BeGolden | Clapboard Ad Archive
The #BeGolden campaign by Richards/Lerma for the public interest brand #BeGolden launched in the United States in 2018 as a strategic initiative designed to foster unity and compassion toward immigrants amid a fractious social and political climate. Anchored by the universal principle of the Golden Rule—treat others as you wish to be treated—the campaign embodies what Clapboard’s taxonomy classifies as FORMAT#3—Symbolize the Problem—using this timeless axiom as a powerful analogy rather than depicting direct conflict or divisive imagery. This approach allowed the campaign to transcend polarizing rhetoric by focusing on shared human values rather than highlighting the challenges faced by immigrants in a literal or confrontational manner. The campaign’s integrated rollout included collaboration with city officials, religious leaders, and local businesses, which propelled #BeGolden into a grassroots movement across North Texas, rapidly embedding itself in the civic fabric. Its adoption by the Mayor’s Office as a foundational element of the City’s Welcoming Program, alongside integration into classroom projects within the Dallas Independent School District and embrace by multiple municipalities, underscores its deep community impact and sustainable approach to cultural change. The campaign’s messaging strategically leveraged emotional appeal and communal involvement to lower defenses and encourage empathy, creating a collective call to action grounded in respect and inclusivity. This broad-based engagement highlights how a simple, relatable symbol like the Golden Rule can galvanize diverse stakeholders and foster long-term attitudinal shifts without relying on direct confrontation or divisive storytelling. The #BeGolden campaign’s Clapboard Campaign Score is 63 out of 100. This campaign matters to the industry because it demonstrates how public service communications can use symbolic frameworks to unite communities and drive social change effectively, even in highly charged environments.
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