In life, there are those companies and individuals which “talk the talk” about how to
help those in need and to make our world a better place, and then there are those who do something
to make it happen. For the past three decades, Goodwill Communications has been distributing public
service campaigns to improve the human condition, but that is what we do professionally – how we
earn our living. Beyond that, we have contributed our time and resources pro-bono on several important
social issues as described below.
iAM ABLE Fitness
The newest of our Good Causes initiatives is a public education campaign on behalf of iAm Able
Fitness, a South Florida non-profit exercise facility that helps people with spinal cord injuries
regain their strength and mobility.
By raising public awareness of spinal cord injuries and paralysis, we helped iAm Able Fitness
in building a community to support their work, by assembling a team of partners to help them
create a TV PSA in English and Spanish at no cost. You can view the TV PSA at:
Supporting Our Troops
The principal of our firm served in the U.S. Army during the Cuban missile crisis - the only time America went
to DEFCON2 since the Second World War. During this time he served on a missile base less than 100 miles from the
Communist border. This experience forged a bond with his fellow soldiers who were treated very badly as they
came back from Viet Nam. Largely due to these experiences, Goodwill Communications has a 40 year history of
supporting our veterans.
On a pro-bono basis we wrote, produced and distributed a TV PSA entitled
showing the important work and sacrifices made by our armed forces. You can see the spot by going to:
Key Scenes from "Dedication" TV PSA
Vet Life Communities/Operation Not Forgotten
No one can fully understand the very serious problems our veterans are experiencing
as they transition back to civilian life, or continue their military careers, but in a
few words, many of them are deeply troubled. Bill Goodwill serves as the volunteer
director of communications for Operation Not Forgotten, which is building a national
network of Vet Life Communities to provide counsel and assistance to our most
important public servants.
The American Legion
We provided pro-bono consulting services to one of the largest veteran support organizations in the country –
The American Legion. First, our principal made a presentation titled: “Building a Brand Image for the
American Legion” to the Legion’s Public Relations Commission, outlining the steps the Legion should
take to expand public awareness of their organization. Additionally we wrote an article titled: “How
to Place PSAs in Your Community” that was published in the Legion’s PR Handbook distributed to 14,000
of their local posts throughout the country.
Creating a Blood Bank in Panama
In Panama, if you get in an accident where there is significant loss of blood, the patient has to get their
family or someone with the same blood type to come to the hospital to donate blood. If that does not happen,
the patient most often dies, because there is no blood bank from which blood can be withdrawn.
Obviously this is a horrible situation, particularly for those patients who do not have relatives, or for some
reason, those relatives cannot be located. Perhaps worse, typically tainted blood and medical waste is buried
in landfills where infected blood or waste can leach into the water aquifers. If that happens, it can lead to
a medical disaster.
On a pro-bono basis, our CEO, Bill Goodwill, went to Panama to meet business people, legislators who supported
the initiative, prospective marketing partners and the media. We held a press conference to build consumer
demand for a blood network modeled after the American Red Cross. Shown below from right to left is Tom Steirs,
CEO of AST Panama; Bill Goodwill, Marketing Consultant;
Dr. Ira Saulkin, Biohazardous Waste Expert and Jane Norrs, Blood Bank Consultant.
The AngelCare Haiti TV PSA Campaign
Perhaps the most gratifying effort in which we have been involved is a pro-bono TV PSA campaign we launched
to help the children of Haiti after a disastrous earthquake turned their world upside down in mid-January
of 2010. We not only provided our distribution services free of charge; we asked all our suppliers to do the
same – those who design and print the collateral materials, duplicate the tapes sent to media, along with
creating a greatly improved website for the organization.
The "Don't Go There" TV PSA Campaign
While the number of fatalities in teenage drunk-driving crashes has declined in recent years, even the loss of
a single life is a tragedy if it could be prevented.
The principal of Goodwill Communications has been involved with anti-drunk driving efforts for many years,
and to our company, it is a very important issue. We distributed a PSA campaign to alert young people against
drinking and driving called “Don’t Go There,” via our CablePAK distribution service
on a pro-bono basis. This is a message that everyone should heed, not just youngsters: If you drink and drive,
eventually disaster is going to knock on your door.