Cause Marketing:The art of combining your commercial brand with a non-profit issue. Cause marketing campaigns have years of history and range from relatively superficial tactical partnerships, to long-term, strategic alliances that penetrate deeply into business and nonprofit organizations.

With the 2010 Olympics coming up, homelessness is a big issue in Vancouver, Canada. The city is working hard to clean up its streets in time for the event, so tourists can see it at its best. But Lougheed Town Centre is trying to bring attention to more than just the politics – it’s working to remind the community about the people behind the issue.

The shopping center has been working with the Progressive Housing Society, whose Mobile Resources van has been visiting the shopping center’s parking lot each week to bring its services to the local homeless population. But starting September 12th, and on one Friday each month thereafter, the Mobile Resources van will be present at the mall’s Centre Court. The goal is to raise awareness of the daily challenges faced by homeless people.

Lougheed Town Centre is also asking the public to donate items that are sorely needed by the homeless in their community, like new socks and underwear, practical footwear, and outerwear and blankets for the winter.

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