Sustainability Report 2010
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Westfield Paints the Town Pink

Case Study - United States

Westfield Paints the Town Pink

Fundraisers inside the Pink Party BusFundraisers inside the Pink Party Bus

Supporting Breast Cancer in San Diego

Westfield’s seven centres in San Diego joined forces with a local breast cancer support group Susan G Komen for the Cure — the largest source of non-profit funds dedicated to the fight against breast cancer in the world — to raise awareness and funds for the cure of breast cancer through the Paint the Town Pink initiative. 

The Group made the decision to run the campaign during May because it coincided with Mother’s Day in the United States, and extended awareness of breast cancer beyond the traditional support month of October. The initiative kicked off with a press conference with San Diego Mayor Jerry Sanders and Miss San Diego at which Westfield presented fundraising partner Komen San Diego with a donation to kick-start the effort.

The program included a number of initiatives during May at the Westfield centres. The ‘Make Change’ fundraising campaign ran throughout the month encouraging shoppers to donate spare change to the cause. Collection boxes were posted at concierge desks, centre management offices and at participating retailers.

A month-long competition open to all shoppers also offered the chance to win a shopping spree and a party for friends on the ‘Pink Party Bus’ presented by Cali Party Bus and Susan G. Komen for the Cure.

Other initiatives of the program included the ‘Shop Pink for the Cure’ promotion where for one week shoppers who donated $10 or more received discounts from participating retailers.

The Group also enlisted the support of a local sponsor to literally ‘paint the town pink’ , or more specifically the seven centres in the region, by providing ‘partytime’ paint that was used in visual merchandising in retailers at each of the malls.

The Paint the Town Pink campaign was a textbook example of a successful community partnership between Westfield and Komen San Diego, retailers and the local government to provide support for uninsured breast cancer sufferers in San Diego.