Press Release (ePRNews.com) - MISSISSAUGA, Ontario - Aug 22, 2016 - Morguard, one of North America’s major real estate and property management companies, has teamed up with Big Brothers Big Sisters of Canada for the BeYou campaign, a nation-wide interactive campaign designed to provide young females better access to developmental tools that will help increase self-esteem, personal growth, self-worth and empower young women who are coming of age in a media and technology driven time. With the support of digital agency Art & Science in Toronto, BeYou will include a number of digital elements bringing girls from all across Canada together to encourage each other to be themselves. BeYou events are being held in Morguard shopping centres beginning August 24.
BeYou Digital Website
A digital hub for the BeYou campaign provides resources, workshop dates, inspirational messages from ambassadors and social media-ready content for girls and their parents. This digital campaign site acts as a home base for the campaign and integrates all the digital national initiatives happening in each participating Morguard property across Canada, linking teen girls across Canada together to empower and encourage each other. Beyougirl.ca is now live.
Jump & BeYou
Imagine jumping in the air and not smiling. Impossible. Morguard is simply asking young girls to take a moment, be a little goofy and celebrate “being you”. A photographer captures you in a moment of exuberance and joy and provides a simple take away as a memento of happiness.
How it works: An in-mall photographer takes a photo of the girl jumping in front of our the BeYou branded wall, uploads it to the software provided by Art & Science, where the image is cropped and branded with the mall logo and then assigned a code. The photographer gives that code to the girl, who then texts it to the number provided to receive her photo straight to her phone.
A digital promise wall in each participating Morguard centre displays encouraging and positive promises from girls all across Canada. By visiting the BeYou micro-site, girls can easily select from a pre-populated list of positive statements and submit them to the scrolling list of promises that appear on the digital promise walls across Canada.
How it works: Through a microsite designed by Art & Science, girls will be taken through a step by step process on their phone to pick from a variety of pre-written positive messages. The messages will populate depending on input from the girls, whether they want to make a promise to themselves, to a friend, to the world etc. Once chosen, the girl can put in her initials and add it to the digital promise wall in the mall by sliding the graphic from her phone directly to the wall. Through integrated technology from Art & Science, the promise will then show up on the wall in front of the girl in the mall.
Social Media Strategy
Morguard is executing a paid social media strategy across Facebook, Twitter and Instagram to share the official campaign video created with national BeYou ambassador Erin Cebula, PSA’s with local BeYou ambassadors and the hard-hitting facts that underscore the importance of BeYou.
Snapchat Geo-Filter (Bramalea City Centre Only)
Bramalea City Centre (BCC) created a BeYou Snapchat geo-filter for people to engage with the BeYou campaign in an interactive way. BCC has designed their local BeYou campaign to cater to the Brampton area and they recognize that this age group in their area spends a lot of time on Snapchat. A geo-filter branded with the BeYou logo will allow them to capture this audience while also providing them with a way to share their support during the campaign.
Social Media Hashtags and Messaging
The official Hashtag across all platforms: #beyougirl
BeYou encourages girls to celebrate their individuality and realize that they do not need to limit their goals and can become doctors, lawyers, teachers, designers, architects, athletes, landscapers, horticulturists, make-up artists, dancers, etc.
PARTICIPATING MORGUARD PROPERTIES & BIG BROTHERS BIG SISTERS OF CANADA CHAPTERS
BeYou will be celebrated in 21 enclosed shopping centres across Canada with over 12,300,000 total retail square footage and a 1.8 million+ reach on social media. For a full list of participants, visit www.beyougirl.ca.
Morguard Investments Limited, a wholly-owned subsidiary of Morguard Corporation (TSX: MRC), provides real estate advisory services and property management to institutional investors. Morguard Corporation is a major North American real estate 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’s combined real estate portfolio is valued at $16.0 billion. For more information, please visit www.morguard.com
For additional information and/or interview requests, please contact:
Peter Ashworth / Ashley Lloyd | Ashworth Associates Inc. | 416-603-6005
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