NEW YORK: World Wrestling Entertainment (WWE) is planning a community outreach campaign as part of the build-up to its SummerSlam, which takes place in Los Angeles on August 15.
In an addition to publicizing the annual pay-per-view event, the in-house campaign is also aimed at raising awareness for the WWE's ongoing philanthropic activities.
As part of the program, some of the SummerSlam wrestlers will be joining Los Angeles mayor Antonio Villaraigosa to paint murals for the housing authority at low-income rental units. In addition, the WWE stars will be visiting local schools as part of the organization's “Get REAL” initiative. Get REAL, which stands for Respect, Education, Achievement, and Leadership, is the WWE's in-school program which involves wrestling stars going into schools to deliver positive messages to help students achieve their goals in life.
Sue Aitchison, WWE's director of community relations, said the SummerSlam outreach campaign is part of the organization's CSR ethos and the firm aimed to conduct community outreach on an ongoing basis. “Philanthropy is part of the fabric of WWE," she added, "and whatever town we are in we try to give back and the way and we have found that the best way to do this is to reach out to community groups.”