• by Fern Siegel , April 11, 2024

Goodwill wants to set the record straight. In short, it hopes to educate people on how profits from donations are used.

Young & Laramore, the AOR for Goodwill of Central and Southern Indiana, debuted a new multichannel “How Good is Made” campaign to illustrate the benefits of positive action.

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.

The campaign spots target old jeans, a second-hand kitchen table and a lamp to highlight Goodwill’s mission-based programs in health, employment and education. All are funded by proceeds from donations.

The goal is to show that a donation's impact ripples.

A donated item is utilized by the buyer. But the proceeds from the sale are used for two organizations. Goodwill's Excel Center helps adult learners earn their diplomas, while Goodwill's Nurse-Family Partnership pairs low-income women pregnant with their first child with a registered nurse for ongoing visits. 

The campaign is currently running across broadcast TV, online video, paid social, digital banners and out-of-home.

Trevor Williams, principal, executive creative director, Young & Laramore, said: “It’s always gratifying to create great work, but especially so to do it for a client that does great things for our community."