Have you ever wondered what happens to the items you donate to Goodwill? You might think they end up on the shelves of their stores, but there’s more to the story than that.
Goodwill of Central and Southern Indiana has just launched a new campaign called “How Good is Made” to shed light on how the “good” in Goodwill is truly created. Partnering with their agency of record, Young & Laramore, Goodwill aims to show donors the real impact their donations make.
Through a series of video spots featuring everyday items like old jeans, kitchen tables, and lamps, Goodwill highlights the mission-based programs they support with the proceeds from their sales. These programs focus on health, employment, and education, showing that it’s not just the donated items themselves that create good—it’s what Goodwill does with the proceeds.
The campaign also aims to dispel the misconception that Goodwill is a for-profit organization. Instead, it showcases the impactful programs funded by their sales, such as the Excel Center for adult learners and the Nurse-Family Partnership for new parents.
You can catch the “How Good is Made” campaign on Broadcast TV, online video, paid social, digital banners, and OOH. It’s a multi-channel effort to raise awareness about the true impact of donating to Goodwill.
So, the next time you drop off a bag of clothes or household items at Goodwill, remember that you’re not just decluttering your home—you’re also making a difference in your community.
This campaign is a collaboration between Goodwill, EchoPoint Media, and Young & Laramore, and it’s all about showing the world how good is made.
