In May 2017, Vicinity’s Bayside Shopping Centre ran a community fundraising campaign named Creating Change to raise awareness of the prevalent issue of homelessness in the suburb of Frankston, Victoria.
Recognising our role at the heart of the community, the centre saw the opportunity to lead the conversation on homelessness and raise awareness and funds to assist locals experiencing homelessness.
The campaign supported Community Support Frankston (CSF), a charity that works to address homelessness in Frankston. CSF has a number of programs supporting homeless youth – which aligns with Vicinity’s community investment program focus, as homelessness is a major barrier to gainful employment.
For three weeks in May 2017, the Creating Change campaign raised funds for CSF, for which the centre team called on the support of local schools, businesses, consumers, centre retailers and suppliers, as well as Vicinity employees.
A number of in-centre activations, such as the Creating Change Thought Pods, enabled the local community to listen to stories of locals experiencing homelessness and be part of the conversation.
Centre retailers and suppliers supported the campaign in a number of ways. Hoyts Cinemas at Bayside dedicated a 170 seat cinema screening to the campaign, with all ticket sales donated to the cause.