Goodwill: Good In Goodwill by Young & Laramore

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.