Client: Goodwill
Date: Feb 2021
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Goodwill's latest campaign, 'The Good in Goodwill' communicates the brand’s mission and inspires the consumer to take action — either by making a goods donation or a retail purchase — so that Goodwill can continue the cycle of good.

After a year that warranted a focus on community and helping others, and when shopping and donation protocols were constantly changing, Y&L wanted this campaign to not only provide a platform to communicate the Goodwill mission in a meaningful way, but also lean into the 'One Goodwill' initiative to address the importance of Goodwill retail and donations.

The campaign includes animated videos (created by Johannesburg-based animation studio Masters & Savant) and social assets that tell the stories of real people who have been helped by Goodwill’s various programs.


Young & Laramore – Agency of Record

Tom Denari – President and Chief Strategy Officer

Carolyn Hadlock – Principal, Executive Creative Director

Daniel Vuyovich – Senior Designer/Art Director

Charlie Hopper – Senior Writer

Chris Weiper – Senior Digital Developer

Rebecca Peters – Media Supervisor

Katie Becu – Senior Media Planner/Buyer

Amanda Eagle – Digital Media Planner/Buyer

Mason Thomas – Sr Analyst, Consumer Insights & Analytics

Jacqueline Hacker – Account Director

Sydney Jameson – Account Manager

Masters & Savant – Animation House