Goodwill Industries International (GII) has announced the latest iteration of its “New Lives” campaign, designed to educate donors, funders, job seekers, and the public about its role as the leading nonprofit provider of job training and placement services in North America.
The campaign kicked off with a live event on July 10 at the Goodwill NYNJ Store & Donation Center in Brooklyn. Grammy-nominated artist Jordin Sparks headlined the event with a live performance and hosted discussions with individuals whose lives have been positively transformed by Goodwill’s programs. The event was live-streamed by Jordin Sparks (@jordinsparks), Goodwill Industries International (@goodwillintl), and Goodwill Industries of Greater New York and Northern New Jersey (@goodwillnynj).
“Goodwill not only changed my life but saved my life,” said Anthony Martinez, a justice-impacted individual who received career services from Goodwill of Colorado. “They have put so many resources in front of me, put me through so many different classes, and continue to offer different coaching and executive training to help my career.”
The “New Lives” campaign features new print advertisements showcasing inspirational stories from diverse individuals who have benefited from Goodwill’s services. These stories are paired with real donations from Goodwill stores across the country that made such transformations possible. The campaign’s new television spot, “Last Day – First Day,” illustrates the cycle of a donation, showing how everyday items fund workforce development programs that help transform lives in local communities.
“We want our customers to understand that the Goodwill down the street from them is not just a convenient place to donate things they no longer use,” said Onney Crawley, chief marketing officer of Goodwill Industries International. “Rather, donations that are sold at Goodwill stores help fund life-changing career training and placement programs for people who have faced unthinkable hardships and just want a fair shot.”
Last year alone, Goodwill helped more than 1.7 million people through various services, including career navigation, digital and trade skills, reentry programs, adult education, and on-the-job training. Goodwill launched the “New Lives” campaign to a positive reception. Among donors who viewed the campaign, 77% expressed increased interest in donating their goods to Goodwill, while 69% showed more interest in shopping at Goodwill stores. Among thrifters, 76% were more interested in shopping at Goodwill stores, and 78% were more interested in donating their goods.
Brian Kennedy, a four-time Grammy award-winning music producer and founder of Hits to Healing, created the score for the “Last Day, First Day” ad. Kennedy aimed to convey the energy of a life changed through his composition, contributing to the ad’s emotional impact.
The campaign also includes a new online storytelling hub featuring feature-length profiles of individuals who have found more promising futures through Goodwill programs. The 36 individuals highlighted come from cities across the U.S., including Columbus, OH; Buffalo, NY; San Francisco, CA; Dallas, TX; Denver, CO; and Savannah, GA.
To learn more about the “New Lives” campaign, visit Goodwill’s website.
Watch the full stream of the live event on Goodwill Industries International, Inc.’s YouTube page below.
The post Goodwill Industries Launches “New Lives” Campaign with Jordin Sparks at Brooklyn Event first appeared on The Source.
The post Goodwill Industries Launches “New Lives” Campaign with Jordin Sparks at Brooklyn Event appeared first on The Source.