We’ll continue to feature some of this year’s most noteworthy Hermes Creative Awards entries throughout the competition. 

Organization: Akbatı Shopping Mall Location: Istanbul, Turkey Title of Entry: “We Are Parents We Go Hand-in-Hand with Our Child” Category: 72c. Public Relations/Communications – Strategic Programs – Corporate Social Responsibility Program

Turkish malls are more than facilities housing retailers, they are institutions that are part of the community’s fabric through social responsibility programs.  Akbatı Shopping Mall, a 2.5-million-square-foot shopping center located in Istanbul, recently started their own CSR program that established the shopping center as a reliable resource for young parents.

Turkey’s population is one of the youngest in the world (the average age is 29) and is home to many young mothers. As part of an effort to build a relationship with young parents, Akbatı Mall created a campaign centering around key parenting questions. The campaign utilized social media, print media, billboards, and a Mother’s Day event to provide parenting insights and resources from child development experts.

The mall’s campaign was an overwhelming success, reaching more than 180,000 mothers and garnering 52,000 followers by the end of the campaign. The campaign wasn’t only a statistical success, but also successfully asserted Akbatı Shopping Mall as not only a retail center but a community staple.