Using Our Media Assets to Support Veterans
Whenever possible we use our media properties, such as our CablePAK distribution program to support our veterans by producing special packages to honor the service of those in our armed forces.
Creating a Blood Bank in Panama
In the country of 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 If that does not happen, the patient most often dies, because there is no blood bank from which blood can be withdrawn.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.
In 2011, Goodwill Communications was asked to join a team orchestrated by AST Panama to begin the long, arduous process of building a blood network for Panama. Our CEO, Bill Goodwill, was asked to come to Panama to meet the three company partners and plot our business plan. The first step was to educate the decision-makers in Panama about why they needed a blood bank and the advantages of having one. In that process, we met with business people, legislators who supported the initiative, prospective marketing partners, and we held a press conference to build consumer demand for a blood network modeled after the American Red Cross.
Our team included: Tom Steirs, CEO of AST Panama, Dr. Ira Salkin, a noted specialist in the treatment of medical waste, Jane Norris, whose expertise is in establishing blood centers, Bill Goodwill who would handle all marketing aspects of the program, Arnulfo Arias, a prominent attorney in Panama who has excellent legislative contacts, and several legislators who supported our program. The key event was the press conference, which presented several challenges. First, we had to provide simultaneous translation from English to Spanish. Secondly, Dr. Salkin could not be with us in person, so we arranged his presentation to be delivered by Skype. Finally, the politics of Panama are such that you never know who is “in,” and who is “out,” from one day to the other, meaning the people we lobbied may not be the final decision-makers in the future.
While we have been working our program slowly through the political approval process, this could be the biggest and most important effort our company has ever been involved with and if it comes to fruition, we will be able to see first hand the fruits of our labor. To see a presentation made by Bill Goodwill, as well as those of our team mates, go to:
The AngelCare Haiti TV PSA Campaign
Perhaps the most gratifying effort in which we have been involved in is a pro-bono TV PSA campaign we launched to help the children of Haiti. As we all know, 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, create websites, etc.
Following are some of the components of the campaign, which had a total value of $50,000 if you were a paying client.
Helped them develop a stronger brand image by re-designing their website, their logo and the creation of a banner ad.
Designed and printed various collateral materials to accompany the TV PSA packages sent to stations which includes a four-color storyboard and a four-color crack and peel label.
Designed and printed a four-color newsletter which was sent to 700 broadcast TV public service directors and to nearly 2,000 non-profit executives, government agencies, as well as advertising and public relations agencies.
Created a banner ad which other supporting non-profits could place on their websites.
August Lang & Husak – redesigning the AngelCare logo
Ambertone Press – printing labels and the Broadcasters Café Newsletter
ClickForHelp.com – designing a PSA banner ad and AngelCare website
Elaine Hedge Graphic Design – designing the newsletter and TV dub box label
Goodwill Communications, Inc. – Writing the newsletter; PSA distribution and evaluation
Video Labs Corp. – replicating, packaging and mailing the TV PSAs
VMS, Inc. – designing and printing TV storyboards
The "Don't Go There" TV PSA Campaign
The number of fatalities in teenage drunk-driving crashes has declined 34 percent since 2000 and is down 73 percent since tracking began in 1982, going from 4,214 in 1982 to 1,720 in 2000 and 1,130 in 2008, a record-low level.
That’s the good news. However, since when should we be satisfied with the fact that over 1,130 young people with their whole lives ahead of them die annually from something that 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. Working with a talented film-maker, Hugo Reiner,we distributed a PSA campaign to alert young people against drinking and driving called “Don’t Go There,” via our CablePAK distribution service. 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.