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Tree of dreams: Almeida Junior and Instituto Guga Kuerten will benefit around 500 children

The Christmas spirit further arouses feelings of solidarity and has made the company and Instituto Guga Kuerten join forces to benefit almost 500 children. Starting on November 27, Neumarkt and Norte Shopping, in Blumenau; Balneário Shopping, from Balneário Camboriú; Garten Shopping, from Joinville; Continente Shopping, from Greater Florianópolis; and Nações Shopping, from Criciúma; will receive the Tree of Dreams.


Each mall will have a tree with cards with the children’s name and age printed on them so that customers can be part of this movement that will bring a little love to each one of them. To participate, simply remove a card from the tree, buy the gift and deliver it to the entrance desk of one of the malls until December 20th. The marketing teams of the projects will be responsible for making the deliveries.


Tennis player Guga Kuerten is already a partner of Almeida Junior, acting as ambassador for the company’s marketplace, AJPlace – which brings together products from stores in the chain’s six shopping centers in Santa Catarina, in addition to items from other national and international brands. And now, the partnership has also extended to the social sphere.


About Instituto Guga Kurten


Created in 2000, the entity aims to offer opportunities for social transformation by serving students from public schools and people with disabilities, in addition to supporting educational activities. The projects developed by the organization are guided by actions aimed at the social inclusion of young people.


In the six sports centers maintained by IGK, children are served during school hours, with the monitoring of an interdisciplinary team, formed by professionals in physical education, pedagogy, psychology, and social work. One of the routine activities is to encourage reading.