As many Americans continue to search for employment, Ohio Valley Goodwill, Goodwill Industries International and the Ad Council have launched new public service advertisements (PSAs) that encourage people to donate to Goodwill by showing the direct link between donations and job creation in local communities. The new digital-first campaign is an extension of the successful “Donate Stuff. Create Jobs.” PSA campaign that launched in September 2013.
Every 23 seconds of every business day, Goodwill® helps someone find employment. Through its 164 local, autonomous organizations in the United States and Canada, Goodwill works to provide job placement and training opportunities, and other community-based services such as career counseling, employment assistance and résumé preparation to people with disabilities and disadvantages, and veterans facing challenges to finding employment. In 2015, nearly 2 million people engaged in face-to-face Goodwill services to advance in their careers. Individuals were able to find employment placement in fields such as automotive services, construction, health care, information technology, manufacturing, hospitality and retail, as well as in other high-demand industries.
“By raising awareness of Goodwill’s mission and the much-needed services local Goodwill organizations provide to assist people in achieving employment, a digital-first campaign will further spread our message that, by donating, you can make a difference in helping someone in your community,” said Sharon Hannon, Marketing Manager, Ohio Valley Goodwill Industries.
Created pro bono by leading ad agency VML, the new digital-focused PSA campaign metaphorically depicts the many jobs that can be found in donated objects. The imagery shows miniature figurines in action, performing a variety of skilled jobs, alongside life-size donated objects that can lead to job training and placement opportunities. All PSAs conclude with the tagline, “Donate Stuff. Create Jobs.” and direct audiences to find their nearest Goodwill donation center. For a list of all 33 local Goodwill Donation Centers, visit www.cincinnatigoodwill.org/donate.
“These captivating ads will challenge audiences to reevaluate the impact that unused items can have in helping others,” said Lisa Sherman, president and CEO of the Ad Council. “By tapping into our network of influencers, we have the power to reach so many more people and to tell a greater story about Goodwill’s job creation efforts.” To view one of the new Ad Council ads, click here
The Ad Council is a private, nonprofit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To view one of the ads, click here.
Ohio Valley Goodwill Industries in Greater Cincinnati is affiliated with Goodwill Industries International (GII) a network of 164 community-based, autonomous organizations in the United States and Canada with a presence in 13 other countries. GII is a 501(c)(3) nonprofit that is recognized by GuideStar with its Platinum Seal of Approval, the organization’s highest rating for charities. GII was also ranked by Enso as the #1 brand doing the most good in the world, and was the only nonprofit brand rated in Forbes’ 20 most inspiring companies for three consecutive years. Locally, Ohio Valley Goodwill serves more than 3500 individuals with disabilities and our nation’s veterans annually and last year, helped 919 to get jobs in our community.
The new Ad Council campaign will be featured in the national media market and will appear in tandem with the local television ads that Ohio Valley Goodwill produces locally. Currently, Ohio Valley has two ads that are airing on local TV stations. https://www.dropbox.com/sh/xg05dhd170nui9r/AADlGlq6j47VPXIr6QyaWHJka?dl=0 During this holiday season and throughout the year, Ohio Valley Goodwill is grateful to the Greater Cincinnati community which has made our mission of putting people to work possible over the past 100 years. To find out more about Ohio Valley Goodwill’s employment services, visit www.goodwillemploymentservices.com.