As I've said before, I'm not a big fan of billboards, mostly because they are usually really bad. So it makes me doubly happy when someone gets it right. Case in point: the billboard shown above.
The billboard is just one element in a campaign by the San Antonio Goodwill. The goal of the campaign is to drive donations and to show people how those donations create a ripple effect: donated items are sold by the Goodwill stores, which provide jobs and opportunities for training and education assistance, all of which eventually helps change people's lives. Who would've ever thought Hanna Montana t-shirts and gold lamé hotpants could play such an important role?
Check out the short spot below that extends the billboard creative and this extended spot that tells the story of a life changed by the daisy chain of events that starts with a simple donation to Goodwill.