Dufferin Mall Gives Abused Women Something to Wear


Dufferin Mall has launched a month-long charitable campaign to help women who’ve suffered abuse. It’s called Something to Wear, and its asking shoppers for a bit more than they’d normally consider donating – not gently used items, but brand new outfits.

The clothes will go to The Redwood Shelter, which helps women and children live free from domestic abuse. “All shelters have used clothing on site”, explains Emma Lewzey, Fundraising Manager of The Redwood Shelter, “But for many of our clients, having something new to wear will make such a difference to how they feel”.

Women fleeing abuse may literally have nothing to wear but those clothes on their backs. A new outfit may not change their life situations, but it can go a long way toward improving a world view.

And the campaign ties in tightly with the center’s positioning and branding. “This initiative was created expressly for Dufferin Mall’s affordable fashion positioning,” says Liz Falconer, president of Brees Communications. “Dufferin Mall is the place to go for inexpensive, on-trend styles. We’re hoping when picking out something for themselves, shoppers will remember those women who don’t have anything at all, and make a purchase, however small, to donate.”

It also works with the center’s “Really.” brand campaign. Campaign materials lead with the phrase “Some women have nothing to wear. Really.”


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