"The Mall Cares Easter Egg Appeal", which runs from April 3-15, will donate 拢1 to charity every time shoppers donate an Easter egg. The eggs will then be distributed across children's wards, hospices and care homes for the elderly in the local community.
BD-NTWK, which devised the campaign, was asked to underline The Mall's commitment to supporting the local community through its "The Mall Cares" initiative. The appeal will be promoted through local radio and press ads and The Mall's website.
Allan McLaughlin, associate director at BD-NTWK, said: "The campaign positions The Mall exactly where it belongs -- at the heart of its local community -- with an initiative that is caring, dynamic and participative. It allows shoppers to feel they are giving a special treat this Easter to someone who might not otherwise get one."
A range of promotional materials will be provided by BD-NTWK, encouraging local businesses to participate in the scheme. Each mall will house an Egg-o-meter, keeping a running total of the number of eggs donated so far.
The Mall, which currently has 23 shopping centres across the UK, attracts more than 5m visitors a week. It is the sixth year that The Mall has run its Easter Egg Appeal, but the first time all 23 shopping centres have taken part.
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