Recently Goodwill Denver hired an advertising agency to design an ad campaign (including billboards and radio) to promote donations, sales, and brand awareness. All of these ads do a great job of conveying a message to both ends of their product life-cycle: "Donate when life changes" and "you can get a great deal on things that are still in great condition when you buy from Goodwill". But, today we're just going to focus on the billboard messaging.
What is your first impression?
Goodwill is doing a great job getting across the idea that "When your life or priorities shift you can donate what you don't need anymore." More importantly, donating isn't just about casting off unneeded stuff.
How about this one?
Most people donate because they want to get rid of things they don't want anymore. Divorce is not a happy topic, however, it is a good reason for you to give away stuff that you'd rather not see every day. Instead of holding on to unhappy memories, pass them on to Goodwill, feel better and move on.
The last one uses "tongue-in-cheek" commentary to give a younger generation a different reason to donate. Instead of making Goodwill the place where young people throw away out-of-fashion or worn-out clothes, this billboard positions it as a place that has treasures that people simply outgrew!
This new campaign and our ad of the month highlights the fact that you don't have to be rich to make a donation. Even simple items like a pair of jeans make a difference. The new Goodwill brand makes light of donating and emphasizes that life is ever changing, and when you donate to Goodwill, everyone wins. We like it. What do you think?