Now syndicated in over 80 markets, this campaign effectively—and, once it begins running, almost immediately—establishes Goodwill’s status as a retail store.
Often the general public misunderstands the nature of Goodwill, thinking of it as a “store for poor people” and believing they should leave its low-price goods for the people who can’t afford to shop elsewhere. Soon after this campaign airs in a market, however, people “get” that Goodwill operates like any other retail store, seeks high end donations, and uses its profits to help train people for jobs. Not only that—the Goodwill truck driver character has achieved a level of celebrity over the years: local news crews document his appearances and people frequently ask to have their picture taken with him.
