Cadillac Fairview is promoting the back-to-school season with a cause-driven campaign.
The shopping centre owner and operator has launched “We Stand with WE,” which builds on its partnership with WE, a movement that empowers young people to change the world.
From Aug. 9 to Sept. 5, CF retail properties across Canada will launch colourful, interactive “pledge walls.” Participants can learn more about five causes: education, health, hunger, environment and shelter; and take the “WE Pledge” to show their support. They can also take a selfie in front of the cause of their choice. Those who share their selfies on social media with #WhoWillYouBe will receive an enamel pin aligned to the cause they pledged to support.
Last month, CF announced its three-year partnership with WE, including several youth-empowerment programs and WE’s first bricks-and-mortar store now open at CF Toronto Eaton Centre. It marked the first time CF has donated long-term retail space to a charitable partner. The store sells socially conscious goods from Me to We, the social enterprise arm of WE.
The partnership with WE is part of CF’s new youth leadership-focused philanthropy program, which includes $500,000 in donations to 14 regional charities nationwide and a $600,000 donation to United Way Toronto and York Region’s Youth Success Strategy program.
“Our entire philanthropy platform is grounded in empowering youth and as we approach a new school year, it’s the perfect time for students to come together in our centres and reflect on how they can be more socially conscious,” said Jason Anderson, senior vice-president of marketing at Cadillac Fairview, in a release.
CF is using PR and social media to drive awareness and participation in the “We Stand with WE” campaign including a press release and media outreach, two animated videos released through paid social media on 19 property social channels, and animated gifs explaining each cause that will be released weekly on CF property social channels.
Additionally, the We Stand with WE microsite features information on the campaign , and there will be signage featured throughout each CF property.
North Strategic handles public relations for Cadillac Fairview.
