The nonprofit drives public understanding of
its role in creating career opportunities for people in need,
through new advertisements and a livestreamed event with Grammy
Nominated Musician Jordin Sparks
ROCKVILLE, Md., July 11,
2024 /PRNewswire/ -- Goodwill Industries
International (GII) announces a new iteration of "New Lives," a
brand campaign aimed at educating donors, funders, job seekers and
the public about its work as the leading nonprofit provider of job
training and placement services in North
America.
When customers donate items to Goodwill, they are not only
powering a more sustainable, circular economy, they are also
funding career training and job placement services for people in
their local communities who face challenges in finding and
maintaining employment. Last year alone, Goodwill helped more than
1.7 million people through career navigation, digital and trade
skills, reentry programs, adult education, on-the-job training, and
more.
Goodwill kicked off its New Lives campaign with an event on
July 10, featuring a live performance
from Grammy-nominated musical artist Jordin
Sparks and conversations with people whose lives have been
transformed by Goodwill programs. The event was live streamed by
recording artist Jordin Sparks
(@jordinsparks), Goodwill Industries International (@goodwillintl)
and Goodwill Industries of Greater New
York and Northern New
Jersey (@goodwillnynj).
The campaign features new print advertisements, showcasing
emotionally resonant, inspirational stories from a diverse range of
people who have accessed Goodwill services, paired with real
donations from Goodwill stores across the country that made stories
like theirs possible.
"Goodwill not only changed my life but saved my life," said
Anthony Martinez, a justice-impacted
individual and who received career services from Goodwill of
Colorado. "They have put so many
resources in front of me, put me through so many different classes
and continue to offer different coaching and executive training to
help my career."
Goodwill's new television spot "Last Day - First Day"
illustrates the cycle of a donation, following how everyday
donations fund the workforce development programs that help
transform participants' lives in local communities.
"We want our customers to understand that the Goodwill down the
street from them is not just a convenient place to donate things
they no longer use," said Onney
Crawley, chief marketing officer of Goodwill Industries
International. "Rather, donations that are sold at Goodwill stores
help fund life-changing career training and placement programs for
people who have faced unthinkable hardships and just want a fair
shot."
Goodwill launched New Lives to a positive reception from donors
and constituents. Among donors, after viewing the campaign, 77%
were more interested in donating their goods to Goodwill and 69%
were more interested in shopping at Goodwill stores. Among
thrifters, after viewing the campaign, 76% were more interested in
shopping at Goodwill stores and 78% were more interested in
donating their goods to Goodwill.
Brian Kennedy, four-time Grammy
award-winner, music producer, and Founder of Hits to Healing,
created the score for the "Last Day, First Day" ad. In composing
the track, Kennedy wanted to create an energy to help to tell the
story of a life changed. Some of Kennedy's credits include
chart-topping hits for such artists as Rihanna, Kelly Clarkston, Jennifer Hudson and Rascal Flatts.
The campaign also includes a new online storytelling hub that
includes feature-length profiles of the people featured in the
campaign who have found more promising futures through Goodwill
programs. The 36 individuals featured come from cities across the
U.S., including Columbus, OH;
Buffalo, NY; San Francisco, CA; Dallas, TX; Denver,
CO; and Savannah, GA.
To learn more about New Lives, please visit
https://www.goodwill.org/new-lives/.
Media can find sample ads and videos about the campaign
here.
ABOUT GOODWILL INDUSTRIES
INTERNATIONAL
Goodwill® is the largest nonprofit
workforce development network in the country. It works to enhance
the quality of life of individuals and families by strengthening
communities, building bridges to opportunity and helping people in
need reach their potential through learning and the Power of
Work®.
For more than 120 years, Goodwill organizations across
North America have helped people
find jobs, support their families and feel the satisfaction that
comes from working. There are 154 local Goodwill organizations that
assist people through a variety of employment placement services,
job training programs and other community-based services. Thousands
of people receive employment and other human services through
Goodwill, and, in 2023, local Goodwill organizations helped more
than 1.7 million people build skills, access resources and advance
their careers.
Goodwill sells donated items in more than 3,300 outlet and
retail stores in the U.S. and Canada, as well as through online
marketplaces. The revenue creates job placement and training
programs to help people earn paychecks and build their careers.
For more information or to find a Goodwill location near you,
visit goodwill.org. Follow us on Twitter/X: @GoodwillIntl and
@GoodwillCapHill, and find us on Facebook, Instagram and YouTube:
GoodwillIntl.
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SOURCE Goodwill Industries International