American Greetings says its new digital initiative, Thanklist, is all about making America a less rude place. The firm cites a Weber Shandwick survey for NPR that found 95% of Americans think their nation has a civility problem, and 70% think incivility has risen to crisis levels.

AG's response is a website where people can create their own "Thanklist" -- either a written message or a video thanking people who have helped them in their life, with lots of potential for social sharing built in (the video tool enables people to tag Facebook friends, for instance).

Created with agency Mullen, the Thanklist campaign also includes a video series filmed by documentary maker Barbara Kopple and production company Nonfiction Unlimited that follows five people as they created, and then fulfilled, their lists.