Do Unto Others
Case Study: Do Unto Others
Civil Discourse, Social Cause Campaign
Category: Strategic Story, Creative Production, Experience Design
Capabilities Employed: Strategy Development, Concept & Brand Development, Social Media & Communication Strategies, Script Writing, Video Production, Graphic Design, Web Design & Build, Resource Development
Client Intro
Do Unto Others is a campaign for kindness – an invitation to consider how we want to be treated and how we treat others, including those with whom we disagree.
Idea Summary
At a time of increasing political division, is it possible to find middle ground and move beyond agreeing to disagree? Resurrection, a United Methodist Church in the Kansas City area, believes that with kindness, we can. As part of a long-term vision to bridge the kindness and justice gaps in our nation, Resurrection produces a kindness campaign every two years, aligning with election cycles. They provide all materials created at no cost to other communities who want to implement the kindness campaign. Overflow collaborated with Resurrection to bring this 2024 kindness campaign to life.
Our Work
We started with strategy sessions to establish the campaign concept and set goals to create an inviting campaign that included providing robust resources for local communities to launch and customize the campaign. This included implementation toolkits, print-ready materials, graphic design templates, social media content, videos and more that could be accessed through a public, user-friendly website. From yard signs and t-shirts to PSAs and social posts, we ensured every component was accessible and customizable. By equipping communities to adapt the campaign to their needs, Do Unto Others became a scalable movement encouraging kindness and civility.
The results spoke volumes. Communities in 46 states mobilized the campaign in their own ways, with over 1,000 church congregations or community organizations participating. Some groups got creative with hand-painted murals and playful Do Unto “Otters” mascots. NPR even took notice, highlighting one Pennsylvania congregation’s efforts.
The coast-to-coast reach of the Do Unto Others campaign demonstrated just how far an idea can spread when it is intentionally designed to do so – a true case study in the power of idea adoption and reinvention. By giving communities the tools to take ownership and make it their own, we are hopeful that Do Unto Others helped inspire connection and bridge divides, one act of kindness at a time
