How Good is Made

Agencies: Young & Laramore EchoPoint Media


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.

This professional campaign titled 'How Good is Made' was published in United States in April, 2024. It was created for the brand: Goodwill, by ad agencies: EchoPoint Media and Young & Laramore. This Integrated medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted about 2 months ago.


AGENCY – Young & Laramore / EchoPoint Media
Trevor Williams - Principal, ECD
Scott King - Creative Director / Writer
Gina Caratelli – Associate Creative Director
Nick Beussink – Writer
Rachel Regan – Senior Digital Designer
Christopher Weiper – Senior Digital Developer
Josh Gaal - Content Producer
Lauren Dwyer - Account Director
Ben Bertsch - Account Manager
Kari O’Neill – VP Strategy
Shannon Quinn – President, EchoPoint Media
Rebecca Peters – Sr. Media Planner / Buyer
Dominic Dipple – Sr. Digital Media Planner / Buyer

Director: Matthew James Thompson
Prod. Co.: ArtClass Content
Managing Partner: Geno Imbriale
Executive Producers: Kirsten Arongino
Head of Production: Sparkle Jones
Line Producer: Logan Gilmore
DP: Dustin Miller
Production Designer: James Beaver
Costume Designer: David Tabbert

EDITORIAL : ArtClass Content
Editor: James Lee
Executive Producer, Post: Brian Keegan
Post Coordinator: Rylee Axner
Post Producer: Kanika Oung


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