GOODWILL

Every donation has a second story.

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Challenge
For many people, Goodwill was simply a thrift store. Few understood that every donation helps fund job training, career services, and second chances for people across the country.
 

Insight

People are more likely to give when they understand the impact of their generosity — not just where their donations end up.

Solution
New Lives reframed every donated item as the beginning of someone else's fresh start. Through an integrated brand campaign and media strategy, we connected everyday donations to extraordinary human outcomes, giving people a new reason to give to Goodwill.

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