The Dignity & Respect Campaign

Dignity & Respect Campaign
Web Design, Creative Services
Project summery

Expanding Minds developed branding, supporting collateral materials, marketing strategies, and a website for the internal initiative and the national Dignity & Respect Campaign launch. Candi Castleberry founded the UPMC initiative while she served as the Chief Diversity and Inclusion Officer at UPMC.


We facilitated the launch of the national initiative expanding the site from a 12-page digital brochure to 100+ main pages and 500+ pages consisting of microsites for several national organizations and communities such as UPMC, Entergy, Adecco Staffing, Froedtert Hospital, Erie Insurance, Wesco International, Vibrant Pittsburgh, The Federal Reserve Bank of Boston, Multnomah County, and the Greater Pittsburgh Region itself, to name a few.

Each organization had its live interactive pledge and tally mechanism that reflected the individual pledges of their employees or community members. When the employees took the pledge, the tally was updated in real-time on their homepage while also updating the

national pledge total. In addition, each organization’s microsite was customized from a template to fit inclusion initiatives that corresponded to clients’ and or departmental needs.

The national pledge total exceeded 100,000 pledges before the end of the initiative. The campaign’s mission and scope shifted due to the founder’s decision to reenter the workforce as a diversity and inclusion executive. Expanding Minds still manages the day-to-day community engagement without a national pledge initiative.


“Expanding Minds was a great fit for this initiative. Their creative services and web development team checked all the boxes, and they delivered on time and within budget.

Candi Castleberry

Former President and CEO
Dignity & Respect Campaign

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