National and Local PSAs from the Ad Council and Digitas Celebrate Real Goodwill Shoppers as “Local Heroes.”
ROCKVILLE, MD — Goodwill and the Ad Council are today launching a national campaign, “Bring Good Home,” to inspire more Americans to shop at Goodwill to support its mission of job placement and training in local communities across the country. Goodwill’s network of 161 community-based organizations collectively prepare nearly 300,000 people each year for new jobs and career advancement.
The new PSAs, created pro bono by global advertising and marketing agency Digitas, showcase the variety of unique finds available at Goodwill stores, and celebrate Goodwill shoppers for supporting job skills training and development programs in their local areas through their purchases. Collectively, more than 87 cents of every dollar spent at Goodwill stores nationwide goes to job training and support services for careers in demand in their local area, including information technology, hospitality, retail, manufacturing and healthcare.
“People love shopping at Goodwill for the great value and unique items,” said Kim Zimmer, chief marketing officer for Goodwill Industries International. “This campaign also makes more people aware that when you shop at Goodwill, you create programs and support services like on-the-job training, resume and interview preparation, career coaching, transportation assistance, child care and more.”
The PSAs will be available in all ad formats, including national print PSAs which feature real Goodwill shoppers with their favorite finds. Community Goodwill organizations will also customize the print and digital PSAs to feature local shoppers and highlight how their purchases help their neighbors who are unemployed or underemployed.
“With ‘Bring Good Home,’ our team wanted to depict the fact that there’s no small find at a Goodwill thrift store,” said Atit Shah, chief creative officer for Digitas North America. “People don’t realize that buying that ironic T-shirt or kitten-shaped teapot at a Goodwill store actually fuels local job training and career opportunities right in their community. You’re actually adding to the neighborhood fabric, and giving your whole town a reason to cheer.”
The TV PSA humorously 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 wild celebrations 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.”
“In the five years since we started our partnership with Goodwill, our PSAs have driven more than 360 million pounds of donations, benefiting countless individuals,” said Lisa Sherman, president and CEO of the Ad Council. “‘Bring Good Home’ takes our campaign in a new direction with heartwarming ads that celebrate shoppers for helping their neighbors who face challenges to finding employment.”
The campaign will be extended in stores and on social media with activations encouraging shoppers to show off their best finds with the hashtag #BringGoodHome. Leading digital content creators have also signed on to support the campaign, including decorator and lifestyle expert Mary Elizabeth Darling; beauty, fashion and lifestyle vlogger and founder of fashion label Eggie Jenn Im; creator and tastemaker Kristin Johns; content creator Anna Lee; YouTuber Jessica Neistadt and YouTuber Emily Wass.
“I’m so proud to be an ambassador for the ‘Bring Good Home’ campaign,” said Johns. “I’ve always loved shopping at Goodwill for fashionable and one-of-a-kind items, and I love it even more now that I know I’m helping make a difference in my community.”
The PSA creative is being distributed to media outlets nationwide and will run in donated time and space, per the Ad Council’s model. Leading digital media platforms have already made commitments to support the campaign, including Facebook, Pinterest and Teemo, with attribution support from Freckle IOT.