SC’s largest shopping center chain promotes ‘Tree of Dreams’ initiative benefiting 18 institutions in 2024
The magic of Christmas has already taken over the Almeida Junior Group’s shopping centers, with festive decorations illuminating the spaces and initiatives awakening the public’s spirit of solidarity. This year, the traditional charitable initiative ‘Tree of Dreams’ invites visitors to bring joy to children and animals in vulnerable situations. Available until the second half of December at Continente Shopping, Balneário Shopping, Garten Shopping, Neumarkt and Norte Shopping — and until January 5 at Nações Shopping — the campaign is an opportunity to transform Christmas into an even more special moment for those in need.
Eighteen partner institutions will be benefited by the campaign. Each property’s ‘Tree of Dreams,’ decorated with informational cards containing the child’s name, age, and institution, can be selected to choose a gift. The back of the card will have a blank space reserved for a message from the gift giver. The card and gift must be delivered to the concierge desk.
In Balneário Camboriú, four institutions will benefit from the initiative at Balneário Shopping: Lar da Criança Feliz, Instituto Vivaz, Asilo Dom Bosco, and Afadefi. In Greater Florianópolis, Continente Shopping chose the Creche Vinde a Mim As Criancinhas project, a philanthropic early childhood education institution for children ages 3 to 5, to receive the gifts. In Joinville, at Garten Shopping, the initiative will benefit ten institutions, including the Resgate Project in Joinville, which will receive book donations for school-age children.
At Nações Shopping in Criciúma, the project is carried out in partnership with the Animal Protection Association SOS Vira-Lata, a non-governmental and non-profit organization recognized for its work promoting animal welfare since 2009.
In Blumenau, donations made at Neumarkt Shopping will be allocated to house 1 of the Casa de Acolhida São Felipe Néri institution, which serves over 110 children between 5 and 10 years old in after-school programs. Donations made at Norte Shopping will be allocated to the Association of Friends, Parents and People with Myelomeningocele (AAPPM), which serves 80 children in the city.
“The Christmas season makes people even more charitable and reminds them how important it is to help those most in need. Each donated gift brings more than joy, it brings hope and affection to children and institutions that need it so much,” says Rogério Alves, Marketing and Relationship Director at Almeida Junior.
