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Top accolade for refuge campaign ; Shopping centre's strategy scoops top award [Grimsby Telegraph (UK)]
(Grimsby Telegraph (UK) Via Acquire Media NewsEdge) THE hugely successful Dress For Success campaign has scooped a prestigious gong.
The BCSC Purple Apple Award is the second to be awarded to Grimsby's Freshney Place shopping centre in as many years.
It was presented at a ceremony in London on Thursday. The Dress For Success initiative, run in partnership with the Grimsby Telegraph, saw women from across Lincolnshire donate hundreds of items of workwear to women at Grimsby's women's refuge in exchange for exclusive discounts at retailers within Freshney Place, and was hailed a huge success by a panel of industry experts.
As reported, about 2,200 items were donated, from both residents and a raft of celebrity supporters, including ex-Emmerdale actress Roxanne Pallet, interior designer Linda Barker, Hollywood actress Natascha McElhone, TV presenters Gabby Logan and Georgie Thompson, Dr Who star Camille Coduri and Shane Spall, the wife of actor Timothy, who all donated items from their own wardrobes.
Dress For Success was even given a royal seal of approval when the Duchess of Cambridge and her sister Pippa Middleton sent their own messages of support.
Freshney Place's marketing team, led by marketing director Kaye Walker, from Jones Lang LaSalle, worked closely with its PR agency, Raw Creative, to deliver the campaign, which drew national attention to Women's Aid and their tireless work within the local community. The items were destined for women who needed to dress smartly for court dates and job interviews as they tried to turn their lives around, many having turned up at the refuge with just the clothes on their back. The Purple Apple Merit was awarded to Freshney Place in the Community Relations category and recognised the integrated campaign and public relations strategy, which generated media coverage in excess of Pounds 40,000 and saw donations to the charity increase by 1,100 per cent.
Amanda Austin, Freshney Place centre director, said: "The Dress For Success campaign was a fantastic initiative that allowed us to work closely with a charity that provides a vital service to the local community. "We are thrilled to have been acknowledged for the second year in a row at these national awards and winning is testament to the hard work and commitment shown by all those who work at Freshney Place."
'We enjoyed working with Freshney Place' I am delighted to hear about the award. In your words North East Lincolnshire Women's Aid was pleased and grateful to be a part of this campaign and we enjoyed working in partnership with Freshney Place as links with the local community are very important to us and the work we do.
Angela Giles, children's service coordinator at Women's Aid The work that went in to raising awareness of Women's Aid and the work we do within the women's refuge was invaluable to us and the campaign helped to highlight the needs of women and children that are fleeing domestic abuse.
I would like to pass my congratulations on to Freshney Place for its success in winning this award and hope we can work together again in the future.
(c) 2012 ProQuest Information and Learning Company; All Rights Reserved.
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