Lendlease’s ‘The Good Day Collective’ campaign was the winner in the Community – Multi category at the Shopping Centre Council of Australia (SCCA) Marketing Awards for 2023. The awards were presented at a Gala Dinner event in Sydney on October 24, with the SCCA donating $5,000 to each of the four community charities nominated by the community category winners.

The Good Day Collective was a portfolio-wide marketing campaign across Lendlease’s retail centres, aimed at making a positive impact in its community, while still driving centre sales and supporting its retailers. The campaign was all about creating authentic, deeper experiences for customers and communities.

In Cairns Central, the Lendlease team partnered with Centacare and launched the Feel Good Laundromat – a donation drive for preloved clothes – and dedicated a shopfront (Connect Hub) for the organisation within the centre. The partnership was widely regarded as an inspiring example of what can happen when business and social service come together.

Cairns Central Marketing Manager, Louise Struber said: “By combining fashion and goodwill, The Feel-Good Laundromat and Centacare FNQ partnership provides a unique space where shoppers can make a real difference in the lives of local multicultural communities.

“We wanted to go beyond the traditional retail experience by creating a space where we can all make a positive change.”

The Centacare FNQ Connect Hub (Cairns Central shopfront) provides training, employment, and wellbeing outcomes for local multicultural communities. Last Tuesday, Centacare FNQ was presented with the $5,000 cheque donation on behalf of the SCCA.

SCCA Chief Executive, Angus Nardi said: “The Shopping Centre Council of Australia’s annual Marketing Awards provide an opportunity for the industry to recognise the best and brightest marketing professionals and campaigns from across the country. We’re thrilled to recognise Lendlease’s ‘The Good Day Collective’ campaign as the winner in the Community – Multi category, and congratulate the team on a well-rounded, community-focused campaign. As part of the award, the SCCA is proud to provide $5,000 to Centacare FNQ, a local charity selected by Lendlease, and a partner of Cairns Central in delivering The Good Day Collective.”

Centacare FNQ manager Andrea Obeyesekere said the donation would go towards a regional employment pilot where those with aptitude for customer service would get to work two days a week at a retailer in Cairns Central.

“We are hoping the retail internship program will encourage other businesses to partner with us,” she said.