Announcing the ICSC Foundation 2016 European Community Support Award Winner
Portugal’s Alegro Alfragide and Alegro Setúbal Shopping Centers Win the ICSC Foundation 2016 European Community Support Award
Shopping Centers’ “Blind Date with Books” Campaign Wins Industry Accolade
BERLIN, June 10, 2016 – The International Council of Shopping Centers (ICSC) Foundation has presented the 2016 European Community Support Award to the Alegro Alfragide and Alegro Setúbal shopping centers, located in Lisbon, Portugal, for their outstanding “Blind Date with Books” campaign. The philanthropic campaign targeted children and young people from vulnerable socio-economic contexts, particularly the descendants of immigrants and ethnic minorities, and promoted the power of literacy through book donations and designated reading areas.
The Alegro Alfragide and Alegro Setúbal shopping centers teamed up with the charitable association EnTreCul to respond to the needs of their local communities, the majority of which are ethnic minorities with limited reading habits. The “Blind Date with Books” event cultivated a healthy reading environment through the creation of “reading rooms,” which contained 1,000 books wrapped in false covers. The phony covers added a further meaning to the event by encouraging participants not to judge a book by its appearance and let the story, the real essence of the book, lead the way.
Participants could read freely in the event space or share a more intimate space together for an additional fee. To support book sales, extra discount coupons were hidden randomly inside the books. The space also featured a children's corner, where young readers could relax, draw and listen to animated storytellers. A core component of the event was a donation bookshelf dedicated to EnTreCul; this feature was so successful that it is now a permanent fixture at the centers. The properties also formed a strategic alliance with well-known book editors Leya and FNAC; Leya provided reading materials, while FNAC guaranteed the sale of the books at the event.
The successful campaign heightened awareness around the importance of healthy reading habits and fell in line with the centers’ greater mission to promote social and cultural development.
ICSC presented the prestigious award during the 2016 ICSC European Marketing Conference held in Berlin. The ICSC Foundation’s Community Support Awards highlight the social aspect of the industry, showcasing premier examples of corporate social responsibility and community outreach conducted by shopping centers, their management companies, and developers around the world.
Shopping centers play an integral role to the social, civic and economic vibrancy of the communities they serve. Unlike any other “place,” they are a significant job creator, driver of GDP and critical revenue source through the generation of sales taxes and the payment of property taxes that fund important municipal services like firefighters, police officers, school services, and infrastructure like roadways and parks.
Want to learn more? Join the conversation on Twitter via @ICSC and #ICSCFoundation and use the hashtag #MindfulMalls to recognize shopping centers that share a common vision of making a difference.
The ICSC Foundation is the charitable arm of ICSC. The ICSC Foundation is dedicated to career development through educational endeavors, and to engaging, promoting and recognizing those in the retail real estate industry who contribute to making their communities better. For more information, visit www.icscfoundation.org.
Founded in 1957, ICSC is the global trade association of the shopping center industry. Its more than 70,000 members in over 100 countries include shopping center owners, developers, managers, investors, retailers, brokers, academics, and public officials. The shopping center industry is essential to economic development and opportunity. They are a significant job creator, driver of GDP, and critical revenue source for the communities they serve through the generation of sales taxes and the payment of property taxes. These taxes fund important municipal services like firefighters, police officers, school services, and infrastructure like roadways and parks. Shopping centers aren’t only fiscal engines however; they are integral to the social fabric of their communities by providing a central place to congregate with friends and family, discuss community matters, and participate in and encourage philanthropic endeavors. For more information about ICSC visit www.icsc.org and for the latest news from ICSC and the industry go to www.thecenterofshopping.com.
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