Bringing Meaning to the Mission
GOODWILL
Bringing Meaning to the Mission
Most people thought Goodwill was just a thrift store.
But that was only half the story. Even regular donors knew very little about the Goodwill mission and its positive influence on job seekers and communities across the United States.
We set out to show how donating our old things directly helps people land job training and placement services for a life-changing fresh start.
With an inspiring brand campaign and robust media plan, the “New Lives” campaign told the story of donated items and the real people whose lives were changed by them.
Championing Goodwill’s mission directly increased motivation to donate.
Results
+89%
awareness of Goodwill’s mission
+77%
increase in donations
+58%
increase in brand affinity