Helping Shoppers Help the Planet


0514eco.gifCause Marketing: Cause Marketing is 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.

As part of their Earth Day celebrations, several First Capital Realty shopping centers (including Centre Commercial Beaconsfield, Centre Commercial Côte St-Luc, Centre Domaine, Galeries Normandie and Centre Commercial Wilderton) made life a little easier for their shoppers. The shopping centers’ Spring Cleaning initiative encouraged shoppers to bring in non-recyclable and difficult-to-dispose-of items like batteries and paint. The shopping centers also partnered with their pharmacies to arrange the disposal of expired prescription medications, which are disposed of unsafely all too often.

The shopping centers used posters, banners and stickers to market the initiative, and hostesses at display booths helped shoppers dispose of the items they brought in. In thanks, shoppers were given reusable First Capital shopping bags. By all accounts, the initiative was a huge success. In a little over a week, the shopping centers collected over 800 cans of latex paint, 100 chemical products, and 575 kilograms of alkaline batteries. Over 2500 shoppers took part. In fact, things went so well that the shopping centers will now have battery recycling bins on-site year round.


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