Young & Laramore


Often, the general public misunderstand the nature of Goodwill, thinking of it as a “store for poor people” and believing they should leave its low-price goods for people who can’t afford to shop elsewhere. Soon after this campaign airs in a market, however, people “get” that Goodwill operates like any other retail store, seeks high end donations, and uses its profits to help train people for jobs.

Over 90 markets across the United States and Canada have syndicated this campaign since it began in 1996, and the ads effectively establish Goodwill as a discount retailer—a well-organized, fun place to shop for brand name merchandise in good condition at low, low, low prices. Originally produced for Goodwill of Central Indiana, this campaign has grown system-wide sales and donations in Indianapolis by more than five fold.


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website