Creating Emotional Connections Through Storytelling

Personal storytelling is foundational to Goodwill of Central and Southern Indiana’s marketing efforts.

Video Production – Goodwill of Central & Southern Indiana

Using video to connect with key stakeholders and illustrate successes with compelling human stories.

Year Partnership with Westcomm

Indiana Counties Served

Award Recipients

During its annual event—attended by hundreds of business and community stakeholders—Goodwill recognizes the achievements of individuals connected with its programs and shares their stories.

Goodwill of Central & Southern Indiana—one of the largest Goodwills in North America—offers a variety of employment, education, job training and health services to help individuals and families become economically self-sufficient. As a non-profit, Goodwill relies on both corporate and individual donors to achieve its mission and continue expanding services.

Video Production

Westcomm employs a storytelling approach, told in the first person, to share each recipient’s achievements in a more personal way and allow viewers to get a real sense of their achievements.

• 3-4 minute videos of each recipient, with interviews from the recipient on location where they live or work, as well as interviews from those who influenced their journey, including family members and Goodwill staff.

• Videos are shown at annual event and housed on Goodwill’s website.

• Videos are also used on social media.