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Cadillac Fairview launches national ‘back to school’ campaign at retail properties
Aug 09, 2016


Toronto, ON - August, 9, 2016 – Cadillac Fairview (CF) is beginning the new school year with a creative, cause-driven campaign geared towards young Canadians called WE Stand with WE. From August 9 to September 5, as part of the We Stand with WE initiative, CF retail properties across Canada will launch interactive and vibrant selfie walls enabling consumers to take a digital pledge to show their support for important social causes and gain the opportunity to learn more about issues that impact communities at home and around the world. As part of CF’s ongoing commitment to inspire the next generation of leaders, the campaign will deliver a unique experience, providing an opportunity to initiate social conversation about causes young Canadians are most passionate about. As an extension of CF’s newly announced partnership, the campaign directly supports WE, a movement that brings people together and gives them the tools to change the world locally and globally, achieving transformative outcomes for themselves and others.


“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, Marketing, Cadillac Fairview. “The We Stand with WE campaign takes a unique stance and provides an interactive in-property experience in support of our new partnership with WE. It encourages youth to proudly pledge their support for a cause that resonates with them, actively becoming part of a collective movement designed to get students to be bold, take action and instigate change.”



From August 9 to September 5, CF shopping centres across the country will activate a colourful interactive pledge-wall where participants will be able to connect and learn more about five causes: Education, Health, Hunger, Environment and Shelter. Visitors who take part in the pledge-wall experience will have the opportunity to take the WE Pledge, joining a movement of caring and compassionate people, coming together to pledge their commitment to live WE. Along with taking the WE Pledge, visitors will have an opportunity to take a selfie in front of the cause of their choice, and share their commitment to change on social media with the campaign hashtag #WhoWillYouBe. Participants who use the hashtag and tag their local CF shopping centre will be eligible to receive a limited edition enamel pin aligned to the cause they pledged to support. By taking the pledge and wearing their pin, visitors commit to learn more about the cause of their choice and become part of the WE Movement and make a difference in their communities and around the world.


“We are excited about the We stand with WE campaign as it embodies what the WE Movement is all about,” said Craig Kielburger, co-founder of WE. “Today’s youth are a generation that are tech savvy and engaged in social and digital platforms. The interactive pledge walls are a fun, creative and natural way to engage and inspire youth in our communities to advocate for change by connecting with causes that matter to them. We encourage all Canadian youth to proudly take the pledge and wear their pins to show their commitment to change.”


In June 2016, CF introduced its new youth leadership-focused philanthropy program including $500,000 in donations to 14 regional charities nationwide and a $600,000 contribution to United Way Toronto and York Region’s Youth Success Strategy program. Last month, CF announced its multi-year partnership with WE including several youth empowerment initiatives, events and celebrations across CF’s retail properties nationally and the opening of the first-ever WE Store retail destination now open at CF Toronto Eaton Centre.