PROGRAM OVERVIEW

PROGRAM OVERVIEW

What is BeYou BeYou is a national cause marketing campaign created to increase self-esteem and empower females aged 9 to 16 years across Canada. Developed by Morguard and presented in its portfolio of 21 shopping centres, BeYou will give young girls access to personal and professional development tools, while celebrating their growth, diversity and self-worth. The program which is proudly supported by Big Sisters Canada will launch August 2016 with programs offered in British Columbia, Alberta, Saskatchewan, Manitoba, Ontario and Quebec.

#beyougirl | Program Overview

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Why We are Doing This • Over 50% of all girls say they wish they were someone else • 9 out of 10 girls say they feel the pressure from the media to be thin • 50% of girls in grade 6 are on a diet • 36% of girls in grade 6 say they are self confident – that number drops to 14% by age 10 • More than 20% of BC girls say they have deliberately cut or harmed themselves • Almost ½ a million girls have posted YouTube videos of themselves asking “Am I pretty or am I ugly” • In one year the number of girls aged 18 and younger who had breast implants has tripled • 60% of girls say celebrities are their primary role models, only 36% said their parents and almost no one said they look up to professionals such as scientists or writers • Negative body images makes girls less likely to be physically active, only 11% of girls age 16 are physically active enough to benefit their health • Girls self esteem peaks at 9 • 46% of 9-11 years olds said they were often on a diet • Girls are 3 times more likely than boys to have a negative body image • Young girls are more afraid of becoming fat than they are of nuclear war, cancer or losing their parents • More than 90% of 15-17 year old girls want to change at least one aspect of their physical appearance

#beyougirl | Program Overview

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What to Expect

With the powerful reach of Morguard properties across Canada the BeYou program will increase self-esteem and empower female youth nationally. The program will kick off on or around August 24 when each centre will host a launch event followed by a series of in mall activities to educate, inspire and motivate girls aged 9 to 16 years. Additional efforts will be put forward to help recruit mentors and fundraise for Big Sisters Canada.

Launch Events

The inspiring messaging of the BeYou program will officially be introduced in cities across Canada by Morguard officials, local dignitaries and well known community figures. Also in attendance will be schools, community groups and sponsors including Big Sisters Canada. Each launch event will engage female youth and encourage them to participate in the program.

Pledge Wall

A phone to screen activation that extends beyond an individual interaction! By visiting www.beyougirl.ca girls can easily select from a pre-populated list of positive statements and submit them to a scrolling list of pledges from across Canada that will be set up on screens throughout the Morguard properties.

Jump and BeYou

Imagine jumping in the air and not smiling! We will ask young girls to take a moment, be a little goofy and celebrate “being you”. A professional photographer captures them in a moment of exuberance and joy and then provides them with a simple, digital take away as a momentum of happiness to be shared with friends and family.

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I AM A GIRL I AM SMART AND I AM STRONG AND I CAN DO ANYTHING

Ongoing activities

In addition to Jump and the Pledge wall, each centre will feature a number of exciting ongoing activities which may include: • Interactive workshops and seminars with topics covering age appropriate fashion and beauty, art classes, healthy eating, fitness, career choices, and much more. • Gala style events with community influencers. • Inspiration walls where girls can write inspiring and thoughtful messages of encouragement and hope for other girls to see. • Fashion shows featuring Big Sister mentors and their Little Sisters.

#beyougirl | Program Overview

Go Girls! Healthy Body Healthy Minds program - presented by Big Sisters and offered in select centres, this program provides young girls with information to help them make informed choices about healthy active living and support them in dealing with the emotional, social and cultural issues they face.

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BeYou Charity Partner

Facilitates life-changing relationships that inspire and empower children and youth to reach their potential, both as individuals and citizens. Big Sisters runs an ongoing group mentoring program in almost all of our markets across the country. Go Girls!, for girls aged 12-14 focuses on physical activity, balanced eating and self-esteem. The single, most important goal of the program is to inspire & shape the lives of young women and girls by helping them build a positive self-image – setting them on a path to reach their full potential in life. According to Big Sisters of Canada, there are thousands of Little Sisters on wait lists for a Big Sister. This means that young Canadian females need, and want, a mentor. Morguard operates optimally located properties in communities across Canada that serve as a principal meeting place for young Canadian females. Our focus on females is inspired by the “ripple effect”: research shows when women’s equality is improved, economic and social conditions are improved for everyone. Since women account for slightly more than half of Canada’s population, empowering women means making the most of their talent by giving girls the support they need. BeYou is an intelligent investment for Canada’s future.

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WHO SAYS CONFIDENCE CAN’T BE BEAUTIFUL.

National Branding Program

BeYou messaging will be clearly communicated across the country with a comprehensive branding campaign including: • In-mall signage • Shopper and customer engagement during on-site events • Social media integration with use of the hashtag #beyougirl • Online brand exposure • Email blasts to shopper databases • Product displays and giveaways

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#beyougirl

#beyougirl

#beyougirl

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Communication Tools

DE DIC AT E D M I CRO SI TE BeYou will have a dedicated microsite that will tell the story of the campaign, explaining to visitors why this issue is important and how the various activities in the campaign address the issue. • Mobile friendly • Allow visitors to select from a list and see the various events that each centre is providing. • Compel people to sign-up for events.

WHO SAYS CONFIDENCE CAN’T BE BEAUTIFUL. Uptown Shopping & Retail

• Provide for content in English and French. • Allow for email newsletter subscriptions / sign-up. • Meet the Accessibility for Ontarians with Disabilities Act (‘AODA’) and conform to WCAG Guidelines (Level AA). • Accommodate the aforementioned “Pledge Wall” Experience B E YOU V I D EO A N D PSA’ S A 10 minute video will be produced and available for distribution on the program microsite and on Morguard social media properties. The video will be narrated by Erin Cebula and feature thoughtful and touching interviews with girls aged 9 to 16 years who wish to share their experiences to help others.

More than 1/2 of all girls wish they were someone else. ...help us end these stats

S TRAT EGI C P U B L I C R E L ATI O N S PRO G RAM In addition to the comprehensive advertising program, BeYou will also benefit from the expertise of a strategic public relations campaign that will ensure maximum media engagement throughout launch events and ongoing programs. S OC IA L M ED I A The #beyougirl messaging will be communicated through the various social media assets under the Morguard portfolio. The combination of Facebook, Twitter and Instagram amongst the 21 properties have a tremendous reach of messaging with daily social media reach of 207,696

WHAT IS WRONG WITH PLAYING LIKE A GIRL?

1.4 Million+ social media reach weekly 6.2 Million+ monthly 75 Million+ yearly * Sponsors will be included on all digital components

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Program Ambassador Erin Cebula has been a fixture on Canadian TV since landing the coveted role of Community/Arts Reporter for BC’s #1 station in 2000. Her compassionate approach to entertainment reporting has graced the likes of Vancouver talk show Urban Rush, Canucks Pay-Per-View and HGTV Canada’s feel-good hit, Makeover Wish. Erin has been the West Coast Correspondent for Entertainment Tonight Canada since 2005, a gig that allows her to do what she does best - laugh, explore, and engage with the biggest names in entertainment. This former farm girl and undercover jock is also an active advocate for the BCSPCA, the Spokesperson for BC Children’s Hospital Lottery and the proud new Program Ambassador for BeYou. Erin will be on location for several launch events, will appear in the BeYou video plus provide extensive social media involvement. We believe Erin will connect with both the mothers as well as the girls that our initiative is geared towards and ultimately will encourage girls to get involved in this positive empowerment campaign.

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#beyougirl

Empower young girls If you would like more information or to join in on this national movement to help young girls realize their full potential, please contact Andrea Tushingham, National Retail Marketing Director [email protected] 905 281 5335