Goodwill: Donate Stuff. Create Jobs. Mobile campaign for Goodwill

Goodwill, an American non-profit organisation, created a mobile campaign in the US to raise brand awareness and engage with a younger audience through an interactive game.

Campaign details

Brand: GoodwillLead agency: VerveRegion: North America

Objectives

For over 110 years, Goodwill has worked to enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.

Goodwill's objective for the mobile campaign was to encourage donations and raise awareness around how the revenue from the sale of donations helps fund workforce-related programs in local communities. The main challenge was to assist Goodwill with re-branding itself and engaging with a younger...

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