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This initiative belongs to the ‘Destination 2030’ project and its objective is to promote equality and raise awareness about sexist violence. In addition, this action gives visibility to the important function of purple dots in spaces as busy as shopping centers.
L’Aljub is the only shopping center in the area with a Violet Point, and today, to give it visibility, purple tulips and relevant information will be distributed to the women who come. On the other hand, the shopping center has been wallpapered with positive and encouraging messages. empowerment for all women, and especially for those who suffer or may suffer some type of harassment or intimidation.
Elche, March 8, 2024.- On the occasion of Women’s Day, the L’Aljub Shopping Center, managed by CBRE, relaunches the Violet Point that exists in its facilities. This initiative is within the ‘Destination 2030’ project and was launched in 2022, thanks to the collaboration between L’Aljub and the Department of Equality through the Casa de la Dona. It is a comprehensive service focused on fighting all types of violence and harassment, being a safe point that anyone can approach to find out what to do in these types of situations and to have advice that empathizes with their specific case. On the occasion of this relaunch, today, March 8, the shopping center will distribute hundreds of natural purple tulips to the women who visit the facilities to congratulate them on the day. In relation to this action, Daniel Párraga, manager of the shopping center has stated “it is important “Let everyone know that both the people who attend the Violet Point, as well as all the L’Aljub staff, have been trained to activate the appropriate protocols for any request for help.” On the other hand, he added: “The main objective of the communication campaign is to publicize the services of Punto Violeta and maintain L’Aljub as a safe Oasis free of harassment for all the people who visit us. In addition, we want to involve to the entire population as agents of change and promotion of women’s equality.”At the same time, taking advantage of the celebration of March 8, L’Aljub has carried out a large graphic awareness and information campaign for Punto Violeta under the slogan ‘ L’Aljub Safe Oasis’. Vinyls have been installed on the floor of the center, elevators and the women’s and men’s bathrooms have been decorated with motivating and informative messages. Punto Violeta located in reception has also been updated and given greater visibility. In addition to the shopping center, social networks will be filled with the positive and empowering messages of the campaign. These are some examples: “The best match is with yourself”, “If he/she ghosts you, say goodbye”, “Change for you, I’m lazy”, “Take the step”, “If your crush crashes, give up”. after” or “Women no longer cry, women report”, among many others. All of them aim to approach the younger audience in an empathetic way, especially on social networks and digital channels. The ultimate goal is to raise awareness about this problem and fight against situations of harassment or any type of violence outside or inside the shopping center. About CBRE CBRE Group Inc, with headquarters in Dallas listed on the NYSE and included in Fortune 500 and S
Contact Contact name: Olga Pozo Molina Contact description: Centro Comercial L’Aljub – Communication Manager Contact phone: 966615333
