By Liz Witzler, Marketing Director
Last Thursday, Goodwill Industries and the Ad Council launched an exciting new national campaign, “Bring Good Home,” to inspire more people to shop at Goodwill. Using humor, the cleverly crafted public service announcements illustrate how shopping at a Goodwill directly affects YOUR community by supporting our local job training and employment programs.
A lot of people don’t realize that Goodwill is made up of 161 independent local organizations across North America (with a presence in 13 other countries as well) that are all members of Goodwill Industries International. There are ten separate Goodwill organizations in Michigan alone. We are divided up geographically into designated territories … ours being West Michigan with 16 stores along the lakeshore from Manistee down to Holland. We have our own separate finances, board of directors, etc. and our programs and services vary depending on the needs of our respective communities. Bottom line is, that when you spend your dollars at your local Goodwill store those funds STAY local.
We are a charitable organization that largely funds its own mission through the sale of items that are generously donated from the community. The PSAs, created pro bono by global advertising and marketing agency Digitas, showcase the variety of unique finds available at Goodwill stores and celebrate YOU the shopper.
The campaign’s TV spot depicts Goodwill shoppers as “local heroes” by showing an entire town rallying around one indecisive shopper, encouraging her to make the purchase and erupting in celebration once she does.
The spot ends with, “When you bring home a Goodwill find, you give your whole town a reason to celebrate … because you’re also funding local job training and placement programs in tech, healthcare, and more.”
The new PSA video can be viewed here.
For more information about the programs and services Goodwill Industries of West Michigan offers, visit www.goodwillwm.org