BE YOU! 2018 at Coquitlam Centre

What is BE YOU!

BE YOU! is a national cause-marketing campaign presented across Morguard‘s portfolio of shopping centres. Created in 2016 in partnership with Big Brothers Big Sisters of Canada, BE YOU! aims to increase self-esteem and empower girls aged 9 to 16 by providing them with access to personal and professional development tools, while celebrating their growth, diversity and self-worth.

Why Are We Doing This?

  • Girls’ self-esteem peaks at age 9
  • 36% of Grade 6 girls say they are self-confident – that number drops to 14% by Grade 10
  • Almost half a million girls have posted YouTube videos of themselves asking “Am I pretty or am I ugly?”
  • 50% of girls in Grade 6 are on a diet and 46% of 9 to 11 year olds said they have dieted
  • Girls are 3 times more likely than boys to have a negative body image
  • Young girls are more afraid of becoming fat than they are of nuclear war, cancer or losing their parents



Over the past two years, the BE YOU! campaign has focused on spreading the “whys” - why we’re doing this, why girls are at risk... to call attention to the issues they face. This year’s campaign will use more positive messaging and empowering statements that will hopefully prove to be more relevant to and impactful on the target audience.

Since the campaign launched in 2016, Big Brothers Big Sisters has seen an 112% increase in volunteer inquiries during the month of September and over $40,000 has been raised.

For additional information on Morguard’s “Be You” Campaign, please visit


What Are We Doing at Coquitlam Centre?

Our goal at Coquitlam Centre is to provide girls with tools and skills to help them better navigate through some of the challenges that they may face. As such, between Sunday, September 16 and Saturday, September 22, Coquitlam Centre will be hosting a series of pre-registered workshops for girls between the ages of 9 and 16. The workshops will take place before, after and during shopping hours in Event Central, inside our “Be You! Lounge” (Level 1, across from Foot Locker) and inside participating retailer locations.

Workshops will address everything from “Getting Ready for School”, to how to spread positivity and stay safe on Social Media, to Coding, to the importance of journaling and inner reflection. CLICK HERE for more information about the BE YOU Workshops.

Coquitlam Centre will also be hosting a complimentary "BE YOU! KICK-OFF" event on Saturday, September 8 to raise awareness of the campaign and to encourage girls between the ages of 9 and 16 to sign up for the workshops. The "BE YOU! KICK-OFF" Event will take place from 12:00pm to 4:00pm on Level 2, near Bath & Body Works and is open to the public. CLICK HERE for more information about the "BE YOU! KICK-OFF" event.


Changes to Coquitlam Centre's BE YOU! Program

This year's new week-long workshop format allows Coquitlam Centre to engage with more girls, explore more topics and provide more in-depth programming than the previous one-night BE YOU! Celebration.