As part of the Christmas set decoration for the Júlia programme, aired daily on SIC, Horto do Campo Grande challenged presenter Júlia Pinheiro and producer Fremantle to develop an initiative with a very special meaning: the “Júlia Pinheiro” Charity Bouquet.
Created by Horto do Campo Grande and inspired by the festive season, this floral arrangement was designed as a gesture of sharing and solidarity, with proceeds from its sale going to APAV – the Portuguese Association for Victim Support, an organisation chosen by Júlia Pinheiro herself. The initiative was available in our shop during the Christmas season, until the beginning of January, and stood out for the sensitivity of the cause it embraced.
Reinforcing its social commitment, and going beyond the initially defined approach, Horto do Campo Grande decided to donate to APAV the full amount corresponding to the bouquets sold. A contribution that translated into concrete support for the daily work carried out with victims of crime and violence.
As Rita Barbosa, APAV’s Fundraising & Partnerships Coordinator, highlighted, this gesture had a real impact on the organisation’s mission, strengthening its capacity to respond to and support the victims it assists.
For Pedro Pulido Valente, Marketing and Communication Director at Horto do Campo Grande, “we believe that initiatives of this nature help raise awareness among companies and civil society”. A vision that reflects the belief that plants and flowers can carry bigger messages, capable of generating a positive impact and mobilising awareness.
The “Júlia Pinheiro” Charity Bouquet is a clear example of how, when there is unity around a cause, small gestures turn into real support for those who need it most. A commitment that reaffirms the importance of social responsibility and the active role of brands in building a more caring society.
© Companhia das Cores for Horto do Campo Grande
