Goodwill Hawaii


THE CLIENT: Goodwill Industries

Goodwill, an international non-profit organization, strives to better the community by creating jobs, providing job training and educational services, and assisting those seeking employment. In line with its mission and as a means to raise funds in support of their goals, Goodwill Hawaii launched “Goodwill Goes Glam” in 2011. Sponsored by Bank of Hawaii, it was a four-day production featuring a fashion show and significant pop-up retail store selling the best and most glam merchandise that Goodwill has to offer. After its launch, it quickly became a highly-celebrated annual event that raises vital funds while showcasing the work of local designers and business owners.


The CEO of Goodwill Hawaii selected 6 Pillars Marketing to help launch and sustain this campaign for five consecutive years. 6PM was honored to work on the launch campaign of “Goodwill Goes Glam,” providing a solid foundation for the gala to grow into a full-scale fashion show in subsequent years. Goodwill’s vision focuses on providing outstanding educational and employment opportunities to hard-working individuals. Our goal was to capture this vision through a fundraiser that was not only glamorous, but also supportive of job training and educational programs for the state’s disadvantaged individuals. 6PM went above and beyond what was expected to deliver a truly effective and memorable campaign.



Public relations, event production, videography, photography, coordination of catering and banquet services, menu development, scriptwriting, stage management, event staffing, fashion show production, event marketing


Advertising & Marketing

When it came to the Goodwill Goes Glam campaign, 6PM understood the importance of properly communicating the organization’s varying goals. It needed to highlight Goodwill’s work and also address critical community issues, such as poverty and unemployment, while still advertising Goodwill Goes Glam in an engaging manner. 6PM’s strategic development team carefully coalesced these diverse messages into a cohesive creative campaign that resonated well within the community.

Through strategic ad placement in TV, print and radio, 6PM artfully reached its varying audiences, which included fashion lovers and shopaholics, as well as employers and potential employees. 6PM kicked off “Goodwill Goes Glam” with a spectacular fashion show to draw in audiences and used the remaining three days of the event to work closely with local retailers and develop lasting relationships. Additionally, our marketing team managed the retail sales component of the multi-day fundraiser.

Public Relations

6PM recognized that in order to launch this campaign with a bang and lay a solid foundation for future growth, our public relations team needed to exceed all expectations. Our seasoned PR staff was up to the task. With our unmatched PR professionals at the helm, 6PM created a strategy that helped Goodwill gain extensive publicity through well-developed press kits and media outreach. Our campaign led to widespread exposure and coverage of the fashion show with measurable results. 

6PM is proud to have been a founding partner in the “Goodwill Goes Glam” fundraiser, which grew into a successful large-scale multi-day production staged at the Neal S. Blaisdell Exhibition Hall in Honolulu. The campaign received positive coverage on a variety of media outlets, including: 

  • Hawaii News Now
  • HONOLULU Magazine
  • KHON2 News
  • MidWeek 
  • The Honolulu Star-Advertiser

Events & Entertainment

Our events team produced, managed and executed every component of the “Goodwill Goes Glam” experience. Combined with the efforts of our advertising, marketing and public relations teams, we provided the complete package for success. 

At 6PM, we’re keenly aware that participation by VIPs and special guests can make all the difference in an event’s success. To that end, our team made many strategic recommendations regarding the invitation list for the Goodwill event. Since fashion was central to this campaign, fashion influencers were invited to attend the show, resulting in further coverage. Additionally, 6PM secured celebrity designers, such as Project Runway finalist Kini Zamora, to partner with us in the production of the show. 

We also garnered support from local elected officials, which helped to underscore Goodwill’s vision of furthering education and employment. We coordinated with government leaders, including former Hawaii Governor Neil Abercrombie, Governor David Ige and first lady Dawn Ige, to speak in support of Goodwill’s cause.

Their attendance helped ensure that Goodwill Goes Glam received the visibility and recognition it deserved. 

In addition to inviting dignitaries and influencers, 6PM managed the complete scope of the event production: 

  • Casting calls
  • Stage management 
  • Logistics and operations
  • Labor management
  • Lighting and sound 
  • Videography 
  • Photography

Goodwill Goes Glam deeply resonated with guests and quickly attracted loyal participants who attended year after year. 6PM is honored to have partnered with Goodwill to introduce and work on this wildly popular and vitally fruitful annual fundraising extravaganza to Hawaii.