Philanthropic Ad Campaign Design

Project Synopsis: Goodwill Northern Michigan End-of-Year Philanthropic Ad Campaign

Campaign Overview:
Goodwill Northern Michigan’s 2025 end-of-year philanthropic campaign focused on two powerful, straightforward messages: “We Bring Food to Neighbors” and “We Help People Find Home.” The campaign aimed to distill the essence of GoodwillNMI’s mission, helping the Northern Michigan community understand the tangible impact of their support—whether through donations, giving, or thrifting.

Execution:
The campaign was executed across multiple channels, including print (local magazines and newspapers), online display ads, and outdoor billboards. The visuals were intentionally simple yet evocative, designed to resonate emotionally with the audience:

• Food: A volunteer at a gleaning event holding a bundle of freshly picked corn, symbolizing the fresh produce distributed to local food pantries through Goodwill’s Food Rescue program.
• Home: A veteran and his dog in a cozy living room, photographed at Patriot Place Veterans Shelter, where GoodwillNMI supports veterans transitioning back into housing.

Objective:
The campaign’s goal was to connect the community with the core impact of GoodwillNMI’s programs—providing food and housing to neighbors in need. By simplifying the message and focusing on relatable, human-centered visuals, the campaign sought to inspire action and reinforce the value of supporting GoodwillNMI.

Key Message:
Donating, giving, or thrifting at Goodwill Northern Michigan directly translates to Food and Home for neighbors in need, making a meaningful difference in the lives of many across the region.