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Morguard begins Be You campaign

Mississauga-based real estate developer Morguard has begun a national awareness campaign in association with Big Brothers Big Sisters of Canada. Called "Be You," the initiative is intended to help girls between the ages of nine and 14 increase their self-esteem and personal growth. The campaign will take place in 21 shopping malls owned by Morguard.

Each location will host workshops and events aimed at young girls in that community. In addition, participating malls will feature a photo booth that will invite girls to take pictures of themselves being happy. Each installation will also include a wall on which girls can read and post supportive messages. The effort also includes a website at <> and social media activities. The national effort features the participation of television personality Erin Cebula, who will appear at a number of launch events and participate in the social media component.

"The facts are as shocking as they are heartbreaking," said Ed Lincz, vice-president of retail operations at Morguard. "Because our shopping centres are community hubs for families, we saw an opportunity to play an integral role in creating positive, long-lasting benefits in the community with the 'Be You' program. We have the ability to reach out directly to young girls in each of our local communities to support them during their formative years and encourage them to express themselves and realize their full potential."

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