Solve's Goodwill Campaign Calls on Young Trendy Shoppers to Make Real Social Change
Long known as a place to drop off gently used donations when decluttering your home, Goodwill-Easter Seals Minnesota looks more like an eclectic retailer for millennials in new work from Solve.
With the donate part of the business model well understood, the new campaign presents Goodwill as a surprising alternative to consider for your shopping.
Powered by bright colours and an energising R&B soundtrack, the campaign projects a fresh, contemporary vibe intended to attract a younger shopper.
But fresh vibe aside, the new campaign was created to drive home the purpose of Goodwill, which is eliminating barriers, such as limited skills, or lack of transportation or clothing, to help people get jobs. The organisation helps move four people into the workforce every single day. While not widely known, the workforce training and services it provides sets Goodwill apart from other charities.
“We needed to evolve our brand perception to better align with our mission. Goodwill is so much more than simply a destination for your donations. Since 1919, we’ve been transforming lives by eliminating barriers to work. When you donate or shop at Goodwill, you help Minnesotans go to work,” said Melissa Becker, Marketing and Communications Director, Goodwill-Easter Seals Minnesota. With over 50 retail stores throughout Minnesota, the non-profit is part of Goodwill Industries International and National Easterseals. With a vision to create a world where everyone experiences the power of work, Goodwill-Easter Seals is a leader in workforce development, providing education, job training and placement services.
The new campaign includes television, OOH, and video content for digital and social. A partnership with St. Paul’s Lake Monster Brewing has outfitted the brewer’s taproom with soft seating sourced from area Goodwill retail stores. Taproom POS carries the message that all items are for sale from Goodwill with proceeds going to its local services and programs.
