National and local PSA launch today
- Digitas, in partnership with Ad Council and Goodwill Industries International®, has created pro bono a new PSA campaign, “Bring Good HomeSM”, to encourage shopping at Goodwill.
- National and local PSAs launch September 13.
- “Bring Good Home” brings to life the fact that making a purchase at Goodwill supports their mission: job training programs and career support services in local communities.
- The campaign is based around actual Goodwill finds, and features real Goodwill shoppers and employees.
- The 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 when she does.
- Campaign elements include TV, radio, digital, social, print and OOH.
- The print and digital PSAs will also be sent to independent Goodwill organizations across the country so they can be customized to feature real shoppers in their own communities.
- Media partners include Facebook, Pinterest and Teemo.
- 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.
- Collectively, more than 87 cents of each dollar spent in Goodwill stores nationwide is reinvested in communities across the country to create job training programs and provide community support services for job seekers.
“With ‘Bring Good Home,’ our team wanted to depict the fact that there’s no small find at a Goodwill thrift store. 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.” -- Atit Shah, Chief Creative Officer for Digitas North America.
“In the five years since we started our partnership with Goodwill®, our PSAs have driven 360 million pounds of donations, benefiting countless individuals. ‘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.” -- Lisa Sherman, President and CEO of the Ad Council.