Staffers at Wing, Grey's U.S. Hispanic agency, noticed during the last holiday season how often people receive gifts that they don't much care about or use. At the same time, a lot of Hispanic families, especially recent immigrants, don't have very much and rely on donation stores like Goodwill and thrift shops to buy clothes, shoes, books and other supplies.
The challenge: Poor marketing by charity organizations, relying mostly on direct mail to older people, doesn't really connect with younger consumers and give them an easy way to donate surplus stuff. So Wing found an organization, PickUpMyDonation.com, a one-stop shop for a wide range of items.
Wing created three poignant films, focusing on unwanted gifts that long to make someone happy and be part of their lives. In the video above, an unread "Book" tells its story of hoping to be a close companion but "you left me here, next to the Spanish dictionary....You judged me by my cover." An exercise "DVD" is an unwanted reminder of surplus pounds to lose and there's an unopened "Board Game" whose recipient was disappointed the package didn't contain a laptop or a tablet.
Each film, in Spanish and English versions, ends with the words "If it doesn't make you happy, let it make someone else happy."
The campaign will air on social media including YouTube, Facebook and Twitter, on the PickUpMyDonation.com site and those of the organization's partners like Goodwill and Habitat for Humanity.