Saatchi & Saatchi
Tue, 24 Sep 2013 09:44:53 GMT
More than 11.3 million Americans are currently unemployed, according to the U.S. Department of Labor. In an effort to educate and inspire Americans to help create jobs in their communities by donating clothing and household items to Goodwill®, today Goodwill Industries International and the Ad Council launch their first national multimedia public service advertising (PSA) campaign. Created pro bono by New York-based advertising agency Saatchi & Saatchi, the English and Spanish PSAs communicate how revenue from the sale of an individual’s possessions helps provide job training, employment placement services and other community-based programs.
Every 33 seconds of every business day, Goodwill helps someone find employment. In 2012, 216,000 people in the United States and Canada obtained employment as a result of Goodwill’s career services programs. Through its 165 local, independent headquarters, Goodwill works to provide employment training, job placement and other community-based services, such as financial education and youth mentoring, to more than 6.7 million people each year.
“With the current economic situation, an increasing amount of individuals are relying on Goodwill for help as jobs can be difficult to come by,” said Jim Gibbons, president and CEO of Goodwill Industries International. “At Goodwill, we’re doing our part to help Americans get back on their feet through free soft skills training; job training programs; financial coaching; and a number of other services that offer assistance to people struggling to find employment. We hope that you will do your part by donating to your local Goodwill.”
The multimedia PSAs feature a variety of inspiring scenes — someone who has just landed a new job; someone who is gratified by preparing a box of goods to donate; and someone who leaves the house for a fulfilling first day at work — to demonstrate how donations impact members of the community. Additionally, an animated TV PSA, “How We Do It,” provides audiences a snapshot of the process from drop-off of a donation to job creation. All PSAs conclude with the tagline, “Donate Stuff. Create Jobs.,” and direct audiences to visit Goodwill.org to find their local donation centers. The site also features the Donation Impact Calculator, which allows users to calculate how a donation might equate to services for someone who is seeking employment.
“Our research has shown that Americans are very concerned with issues of jobs and employment,” said Peggy Conlon, president and CEO of the Ad Council. “This new campaign will enable all Americans the opportunity to become job creators and make a significant difference in the lives of individuals living in their communities.”
Per the Ad Council model, PSAs are distributed to media outlets nationwide and run and air in advertising time and space entirely donated by the media.
“Saatchi & Saatchi is proud to partner with the Ad Council in bringing to life the important work of Goodwill in an emotionally compelling way,” said Durk Barnhill, CEO of Saatchi & Saatchi New York. “Goodwill is an American brand icon and we hope to encourage more people across the country to donate.”
For more information on the campaign visit Goodwill.org or follow the campaign on Facebook and Twitter @GoodwillIntl.
Agency: Saatchi & Saatchi NY
Chief Creative Officer: Con Williamson
Creative Director: Laura Mulloy
Creative Director: Garrett Jones
Copywriter: Nick Marchese
Art Director: Talyor Lucas
Assistant Producer: Danica Rosen
Executive Producer: Sheldon Levy
Head of Production: John Doris
Music Producer: Eric Korte
Integrated Producer: Jeong Park
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Director: John X Carey
Production: Paranoid US
EP Jamie Miller
Line Producer Marie Dunaway
Editing: Rock Paper Scissors
Editor Frank Snider
EP Eve Kornblum
Producer Helena Lee
Creatve Director/ Partner Wilson Brown
EP/Partner Sean McGovern
Producer Andrea Ryan
Categories: Charity, Corporate, Social and PSAsSaatchi & Saatchi, Tue, 24 Sep 2013 09:44:53 GMT