Between hard-to-follow beauty routines, skinny-minny sizes and a celebrity news wheel that repeatedly turns out perfect dos, faces and bodies, along with current social norms, the youth of today place high expectations on themselves. Both online and offline, this deemed reality specifically targets young girls, who are still navigating the effects of their own power. Sidestep: the Girls are Powerful organization and its mission to inspire girls and young women to be accepting of their natural beauty. Maplewood Mall is joining in the movement and hosting the Girls Are Powerful: Celebrate You outreach program.

Recognized as a community-based shopping center in Maplewood, Minnesota, Maplewood Mall is not only a place to purchase goods and services, but also a resource to learn about what’s going on in the area. Teaming up with Girls are Powerful to present an afternoon of speakers, activities and positive discussion, the center offers a broader purpose and multiple reasons to visit.

With the rotational set-up of three themed power stations, participants will work to build confidence, enhance self-esteem and identify personal strengths. Director of marketing, Nicki Drennan explained that through the use of voice exercises, power words and mantras like “I am worthy,” the workshop focuses on self-reinforcement. She noted, “Recognition of self-worth is a life lesson that can be passed along to others, creating a stronger community of women.”

With local families making up Maplewood Mall’s target market, the center serves as a home away from home. Beyond benefiting from exposure and increased traffic, events such as Girls Are Powerful: Celebrate You provide tenants with the opportunity to contribute to ‘feel-good’ work. With the highest following of any mall in the region and steady community engagement, Maplewood relies on social media, heavy press releases, word of mouth, and existing partnerships with non-profits for marketing and promotion.

With shared brand alignment as common ground, Drennan pointed out that the girls signing up for the workshop were the same girls shopping the mall day-to-day. As members of both an impressionable age group and a growing shopping sub-culture, Maplewood Mall looks to take on the responsibility of community leader.

While participants in the program must be between the ages of eight and 13, as well as pay a registration fee of $15, a parent circle is available for those interested in learning more about the Girls Are Powerful initiative.

Next up was Touch-A-Truck, an event that Maplewood Mall hosted in its parking lot on July 31. Visiting children and their parents got to see and explore large vehicles up close, including ambulances, fire trucks, and police cars. There was also a bounce house set up, with all proceeds benefiting Girls Are Powerful. After the event, the center invited everyone to step inside to participate in more activities, as well as enjoy some early back-to-school features.