Diamond Mall, winner of Best CSR / Non-profit Event, also received the highest rating from the audience. Created by Limak DOO Skopje, the project turned the shopping centre’s second anniversary into a week-long campaign supporting stray-animal welfare and adoption.
Under the motto “Humanity in Action – When a Birthday Becomes a Shared Mission,” the programme brought together donations, veterinary consultations, an adoption wall, supervised encounters with shelter dogs, children’s workshops and a charity concert.
One of the most effective ideas was using dog food as the concert entrance contribution. Visitors could also paint dog houses for donation to Lajka, meet shelter dogs and learn more about responsible ownership and adoption.
The campaign collected 600 kilograms of dog food, helped more than 10 dogs find homes and produced 10 hand-painted dog houses for Lajka. It also increased Diamond Mall’s footfall by 22%, generated more than 1.2 million social-media views and reached almost 600,000 people.
By connecting entertainment with practical support, Diamond Mall showed how a retail venue can use its visibility and community reach to create meaningful social impact and help solve a community issue.
