MISSISSAUGA, ON, Aug. 24, 2016 /CNW/ - Morguard, a North American real estate and property management company, today launched a national social cause marketing campaign called BeYou, supported by Big Brothers Big Sisters of Canada. With the goal of helping girls increase self-esteem, personal growth and self-worth, the program will be rolled out in 21 enclosed shopping centres in the Morguard owned and managed retail portfolio.
The multi-faceted social cause marketing campaign is designed to provide young girls between the ages of 9 – 14 with better access to developmental tools that will empower them to achieve their goals and embrace their skills in a media and technology driven time.
The Hard Facts
- 9 out of 10 girls say they feel pressure from the media to be thin
- 50% of girls in grade 6 are on a diet
- Almost half a million girls have posted YouTube videos of themselves asking "Am I pretty, or am I ugly?"
- Girls' self-esteem peaks at age 9
- Only 11% of girls age 16 are physically active enough to benefit their health
"The facts are as shocking as they are heartbreaking", said Ed Lincz, Vice President, Retail Operations at Morguard. "Because our shopping centres are community hubs for families, we saw an opportunity to play an integral role in creating positive, long-lasting benefits in the community with the BeYou program. We have the ability to reach out directly to young girls in each of our local communities to support them during their formative years and encourage them to express themselves and realize their full potential."
Added Peter Coleridge, President and CEO of Big Brothers Big Sisters of Canada, "Witnessing the transformation of a child into a confident and motivated young person is a truly remarkable thing. Proudly, this is something our staff, volunteer mentors and partners like Morguard help bring about every day, and we're very grateful for the positivity and inspirational dialogue spurred by the BeYou campaign."
Morguard's 21 super regional and regional enclosed shopping centres are participating in the program which together represent more than 12 million square feet of retail space and a social media reach of more than 1.8 million. Local ambassadors, workshops and events are planned in each participating shopping centre catering specifically to young girls in that community. In addition, several national initiatives will be backed by the Program Ambassador for #BeYou, television personality Erin Cebula, who will be on location for several launch events and will also provide extensive social media involvement:
- BeYou Digital Website: A digital hub for the BeYou campaign providing resources, workshop dates, and inspirational messages
- Jump & BeYou: Photo booth where girls are captured in a moment of exuberance and joy and provided with a simple take away as a memento of happiness
- I Promise….: A digital "Promise" wall in each participating Morguard centre displays encouraging and positive pledges from girls all across Canada
- Social Media Hashtags and Messaging: The official Hashtag across all platforms: #beyougirl
For more information, including a list of participating Morguard super regional and regional shopping centres, please visit beyougirl.ca.
About Morguard Corporation
Morguard Corporation (TSX: MRC) is a major North American real estate and property management company. It has extensive retail, office, industrial, multi–suite residential and hotel holdings owned directly, or through its investment in Morguard REIT (TSX: MRT.UN) and Morguard North American Residential REIT (TSX: MRG.UN). Morguard Investments Limited, a wholly-owned subsidiary of Morguard Corporation, provides real estate advisory services and property management to institutional investors. Morguard's combined real estate portfolio is valued at $16.0 billion. For more information, visit MORGUARD.COM.
About Big Brothers Big Sisters of Canada
Big Brothers Big Sisters of Canada facilitates life-changing relationships that inspire and empower children and youth to reach their potential, both as individuals and citizens. Big Brothers Big Sisters of Canada run an ongoing group mentoring program in almost all of Morguard's markets across the country. Go Girls!, for girls aged 12-14, focuses on physical activity, balanced eating and self-esteem.
SOURCE Morguard Corporation
Image with caption: "Morguard Corporation (CNW Group/Morguard Corporation)". Image available at: http://photos.newswire.ca/images/download/20160824_C5249_PHOTO_EN_758700.jpg
For further information: Ed Lincz, Vice President, Retail Operations, Morguard Investments Limited, T 905-281-3800; Andrea Tushingham, National Retail Marketing Director, Morguard Investments Limited, T 905-281-3800