The Only Place You Can Afford To Shop

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Goodwill is trying to change its image. With the help of advertising agency Young & Laramore, the company's new ad campaign "position[s] Goodwill stores less as charity and more as discount retail. This meant changing the perception of potential shoppers who might think of Goodwill as a place where poor people bought castoffs, not as a competitor to Wal-Mart." [NYT]