Goodwill: Donate Stuff. Create Jobs.

Overview

Role: Concept | Art Direction | Brand Identity

Teaming up with the Ad Council to launch a series of PSAs for Goodwill focusing on how the charity helps the unemployed and underemployed find work.

Concept

Insight:

Goodwill helped 261, 000 people find employment in Canada and the United States in 2013.
Every 27 seconds of every business day, Goodwill helps someone find employment.

The series of PSAs celebrates this fact, and uses it to call on viewers to donate to Goodwill and help more people find jobs. The 60-second PSA featured above samples from a historic speech from Franklin D. Roosevelt to address the “inherent right to work” and how donating to Goodwill is a starting point to enact positive social change. Another spot follows a boy’s relationship with a bicycle as he grows up and, eventually, donates it to Goodwill. All of the spots in the campaign end with the tagline, “Donate Stuff. Create Jobs.”

We were honored to partner with the Ad Council in assisting Goodwill in connecting people with employment, hoping these powerful stories will inspire donations, create more jobs and effect positive cultural change.

Branding & Design

Inspired by Goodwill’s logo — we created a branding mnemonic that transitioned from a donation box shape into the logo. PSA vignettes and OOH posters were also created with a simple, clear message that by donating stuff, you’re doing a good thing.