At its retail properties, Cadillac Fairview is launching a dynamic back-to-school campaign for shoppers that involve vibrant selfie walls. In total, there are five 'Pledge Walls' that will give mall-goers the chance to learn about causes that have to do with the education, health, hunger, environment and shelter.
Young shoppers are encouraged to pick a wall, stand in front of it, snap a selfie and share the post to Instagram with the #WhoWillYouBe tag in exchange for a limited-editions enamel pin that matches the cause they have chosen to spread the word about.
The 'We Stand with WE' campaign is being run by Cadillac Fairview as part of an ongoing partnership with the WE Charity. As such, two inspiring young 'WE Role Models' have been selected the face of the back-to-school campaign.