Clarke Goward has fashioned a pro bono newspaper campaign for Morgan Memorial Goodwill Industries that seeks to portray the client's retail outlets "as cool places to shop for bargains," said creative director Spencer Deadrick.
One execution shows a collection of record albums, topped by "Jim Nabors: Things I Love." The headline: "Here's the deal: we sell you albums for 50 cents, and you don't play them anywhere near us." Copy continues: "Choose from our unique array of music, clothes, goods and toys. We may even have headphones."
All executions conclude with the line, "Proceeds support job training and youth services. Stop in today."
Clarke Goward strove to create "a retail campaign designed to drive traffic into their stores," just as it would for any retail client, Deadrick said.
The Boston-based shop created the campaign in large part because Peter Morrissey, president of public relations affiliate Clarke & Co., sits on Morgan Memorial's board of directors, Deadrick said.
Ads are running through the spring in the Tab newspapers, the Improper Bostonian, the Bay State Banner and South Boston Tribune, among others. Colin Nissan was the copywriter, Emily Sassano served as art director and Eric Nordberg handled photography.