Young & Laramore

Can’t Lift It

Over 90 markets across the United States and Canada have syndicated the Goodwill campaign since it began in 1996. 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.

“Can’t Lift It,” serves as a wakeup call to the worn-out and weary: in many cities, Goodwill will come to your home (or storage facility) to pick up donations that are too heavy or awkward.


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