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Cadillac Fairview conducts Who Will You Be campaign

Real estate developer Cadillac Fairview has begun a back-to-school season campaign called "Who Will You Be" at its retail properties. Aimed primarily at young consumers, the campaign will run until Sept. 5 at the company's shopping malls nationally. Participating locations will host an interactive wall that will encourage people to post a photographic self-portrait and take a pledge to support various social causes. These installations will be supported with social media activities. Some participants will also receive a lapel pin to demonstrate their support. The campaign is part of Cadillac Fairview's larger participation in the "We Stand with WE" charitable initiative.

"Our entire philanthropy platform is grounded in empowering youth and, as we approach a new school year, it's the perfect time for students to come together in our centres and reflect on how they can be more socially conscious," said Jason Anderson, senior marketing vice-president at Cadillac Fairview. "The 'We Stand with WE' campaign takes a unique stance and provides an interactive in-property experience in support of our new partnership with WE. It encourages youth to proudly pledge their support for a cause that resonates with them, actively becoming part of a collective movement designed to get students to be bold, take action and instigate change."

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