When it comes to social impact, sometimes the most powerful changes begin with the simplest ideas. For the Minnesota Governor’s Council on Developmental Disabilities (GCDD), that idea was to simply Treat People Like People. Over the past few years, Russell Herder has created a statewide outreach program that has raised awareness of the exploitation and abuse of people with disabilities based on that goal.
The original campaign, with messaging to ‘Stop the Abuse,’ resonated deeply with Minnesotans by highlighting the seriousness of what people with disabilities face in their daily lives. But as social priorities evolve, so too must outreach efforts. Our latest collaboration with GCDD recognized the need to extend the conversation beyond awareness of harm, toward proactive steps everyone can take to ensure that people with disabilities are respected and included in our communities.
That’s why, after a full UX evolution, the refreshed Treat People Like People website introduces four new toolkits with a total of 17 new assets that encourage meaningful dialogue. This expansion shifts the emphasis from simply recognizing abuse to actively fostering inclusion, creating allyship, rethinking language and celebrating diversity.
The most recent update has been the launch of a streamlined toolkits page paired with dedicated subpages for each new focus area. Each subpage begins with an approachable introduction and offers a range of downloadable resources, including interactive games, posters, social media content and more. The clear, intuitive structure makes it easy for educators, parents, community leaders and organizations to start conversations and put inclusion into practice. To make the resources accessible to everyone in Minnesota, all toolkit assets are available in English, Spanish, Somali and Hmong.
Besides Stop the Abuse, the new toolkits feature four new categories:
- Inclusive Language offers practical guidance to help people communicate respectfully and accurately.
- Be an Ally provides materials that individuals and organizations can use to promote support for people with disabilities.
- Kids & Disabilities is filled with age-appropriate games designed to help parents and children understand disabilities and develop empathy at an early age.
- Disabilities are Diversity highlights disability as a vital part of human diversity while promoting equity and inclusion.
The expansion of the Treat People Like People website illustrates the importance of staying ahead of evolving community needs. Just as businesses must adapt to shifting market conditions, outreach programs must also align with changing social priorities. By refreshing existing assets, reorganizing the user experience based on a comprehensive UX audit and introducing resources that meet people where they are, we ensure the initiative’s ongoing relevance and effectiveness.
This project is a case study in how thoughtful strategy and creative execution can extend the life and impact of a campaign. It’s not about starting over — it’s about building on success, anticipating needs and expanding reach to foster long-term change.
