To quote Tata Madiba, “I dream of the realisation of the unity of Africa, whereby its leaders combine in their efforts to solve the problems of this continent”. In this spirit, the management of the following shopping centres have joined forces for this community project: Bluff Towers, Cambridge Crossing, Celtis Ridge, Coachmans Crossing, Comaro Crossing, Davenport Square, East Point Shopping Centre, Hayfields Mall, Kempton Park Shoprite, Midways Mews, Montana Crossing, Morning Glen, Musgrave Centre, Northpark Mall, Pine Walk Centre, Rhodesdene Shopping Centre, Springfield Value Centre, Town Square, Umlazi Mega City and Willow Way Shopping Centre. The total estimated foot traffic within these centres combined is a total in excess of 5 000 000 per a month. This partnership results in extensive reach via in mall and online advertising. “The geographical location and high frequency of visitors to our retail portfolio allows for extensive reach to a desired target audience for this worthy community initiative,” said SA Corporate Asset Manager, Andre Williams.
To sum up the initiative, the centres are raising funds to finance two farms. The first is located in Alexandra Township in Gauteng and the second on Bombay Road in Pietermaritzburg, Kwa Zulu Natal. We have partnered with Gift of The Givers who have extensive experience which has allowed them to pinpoint the communities most in need of assistance. Our aim is to reach a substantial amount of R400 000 which will create a meaningful impact within the community. We will drive this initiative extensively across our marketing platforms until this target is met. To show support of this initiative the shopping centres involved will be donating a combined total of R20 000 to the project. All contributors can be assured that 100% of the donations raised from this initiative will be put to use by the Gift of The Givers. The centres have also budgeted to cover all transactions and marketing costs which equates to R220 000. The vision for this campaign is to raise funds which will benefit these farms by developing essential agricultural and business skills within the community, creating job opportunities and growing local economy.
The campaign incorporates a distinctive digital element that facilitates an efficient donation process that is not only accessible within the shopping centre, but from any mobile platform. This avoids each shopping centre having to deal with cash and all associated risks. The Zapper Application is popularly used within the country and is easily available for download on IOS and Android. For corporate sponsors, the Gift of The Givers’ banking details will be made available on request and the reference to be used is “Lifetime Farm.” Carmen Collison, Retail Asset Manager of SA Corporate added, “We are always encouraging the use of new technologies and innovation amongst our team and look forward to see the results from the use of Zapper for the mobile payments of the donations. Another innovative aspect of this initiative is the use of cloud storage via Google Drive so that all content can be shared between all centres instantly.”
An impressive total of over 68,730 people follow the participating centres on social media. To demonstrate our commitment to this cause the centre changed their profile pictures from our centre’s logos to the Zapper QR code for a month to encourage donations on all relative social media platforms. The sites will also provide a regular update on donations raised as well as all relevant information pertaining to this initiative. Donald Mclellan, Marketing Portfolio Manager of Broll Property Group who works on the marketing of SA Corporate Coastal said, “I am excited and privileged to work with a Landlord that has vision to drive projects that can make a real difference in the world. The prospect of a campaign that will be communicated through multiple channels throughout the country is a personal first for me and I look forward to seeing the results from this integrated form of advertising.” Visit https://www.facebook.com/Farm-for-a-Lifetime-114140742523173/ for more information. The Zapper QR Code for donations:
Nandos from Musgrave Centre are the first official corporate sponsor of R2500 towards the Farm For A Lifetime initiative. From Left to Right: Vinay and Anita Genas, Marcelle Moolman, Salim Sayed, Imraan Vawda, Adeela Haffejee, Donald Mclellan.