CSR: Golden Square gets green makeover

Golden Square Shopping Centre in Warrington wanted to promote its eco-credentials through sustainable activities.

CSR: Golden Square gets green makeover
CSR: Golden Square gets green makeover

Campaign: Growing Up Green at Golden Square Shopping Centre
Client: Golden Square Shopping Centre
PR team: De Winter PR and Marketing
Timescale: April-September 2011
Budget: £9,500

OBJECTIVES

  • To bring the community, including children, together through an eco-campaign
  • To build relationships with key stakeholders, getting a minimum of five local 'green' associations backing the campaign.

STRATEGY AND PLAN

The lights were turned off at Golden Square, and all centre lights and the outdoor signage were relit in green. Stats were found on Warrington's carbon footprint and a petition launched to get homeowners to turn their heating down, while the team worked with 'green' organisations to offer local discounts. Coverage was organised for the shopping centre's bee colony and a green fashion show was held.

MEASUREMENT AND EVALUATION

More than 45 pieces of print, broadcast and online coverage were achieved. Key media included the BBC show Northwest Tonight and the Manchester Evening News.

RESULTS

The campaign gained the support of 22 associations including the Department for Energy & Climate Change and the Energy Saving Trust. The Facebook campaign gained 498 likes in four weeks, and 2,082 households pledged to turn down their heating.

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