Since 1945, Goodwill San Antonio has helped individuals in the community overcome barriers to employment and achieve their full potential. The organization is dedicated to changing lives through the power of work by providing job training and business solutions services. Despite these important services, these offerings are not as well-known as Goodwill’s retail services.

To address the lack of awareness and increase use of Goodwill’s workforce development and business services, KGBTexas and the Goodwill team collaborated to bring to market an integrated campaign that would bring their mission to life: telling the story of how Goodwill helps change lives through the power of work.

Together, Goodwill and KGBTexas created the campaign “Good Job, Everyone.” This compelling narrative not only underscores Goodwill’s distinct mission but also emphasizes the profound impact its services have on individuals within the community. The campaign also shares the impact of Goodwill’s workforce development and training opportunities  -and its retail services – with stakeholders to build awareness and shift perceptions.

The campaign has achieved remarkable success, propelled by KGBTexas’s meticulously executed creative strategy and Goodwill’s unwavering dedication and commitment to the initiative. Since its launch in August 2023, the “Good Job, Everyone” paid media efforts in both San Antonio and Laredo have yielded impressive results.