SAVERS / VALUE VILLAGE
It's good.
In the northwest we know them as Value Village, but this global brand is known as Savers just about everywhere else. And they had a growth spurt during this campaigns time. Adding almost 20 stores per year in North America.
We realized that most customers know that when they drop donations off at the back of the store, it benefits a local charities. Savers works directly with local non-profits in each community as a fundraising partner. What they didn't always know is that Savers goes to great lengths use or recycle every item they take in. Sending many clothes to the needy who can use them, and making sure un-sellable items are recycled or disposed of properly.
Our campaign summed all this up with the tagline, Good All Around.
I led strategy, concept and presentation for this campaign.
They were warned.
Savers also makes a healthy profit. And these ran following grand openings to help drive donations. We were very careful not to state that when you buy, the charity benefits. It's when you donate items that they earn funds. There were many discussions about the implications of appearing to be raising money for non-profits with sales. But somewhere along the way, after I was no longer working with them, someone got the idea that the campaign needed a more "retail" call to action. And "Donations support" was changed to "Your shopping and donations support."
And that was enough for them to get sued in several states for advertising themselves falsely.
But I'm still very proud of this work.