How Good is Made

Have you ever wondered what happens to the pair of old hoodies, or the dated wall art you donated to your local Goodwill store?

While you may (rightly) conclude that the donated items are then sold at Goodwill stores, many do not know what happens to the profits Goodwill receives from selling these donations.

This week, Goodwill of Central and Southern Indiana debuted a new multi-channel campaign by its agency of record Young & Laramore, shining a light on how the “good” in “Goodwill” is truly made.

Donor research found that if people understood the true impact their donations have, they would be more likely to donate or donate more often to Goodwill.

By centering a pair of old jeans, a second hand kitchen table, and a used lamp, the three video spots highlight Goodwill’s mission-based programs in health, employment and education that are funded by its proceeds and donations, showing how it’s not just the donated items themselves that create the “good” - it’s the proceeds that Goodwill reallocates from selling them.

The “How Good is Made” campaign additionally sets out to shift the perception that Goodwill is a for-profit organization by showing the good it actually drives with those funds. Examples highlighted include, Goodwill’s Excel Center, which helps adult learners earn their diplomas, and Goodwill’s Nurse-Family Partnership, a program that pairs individuals pregnant with their first child with a registered nurse for ongoing visits aimed at assisting parents and families in providing the very best start for their children.

The campaign is currently running across Broadcast TV, online video, paid social, digital banners, OOH.