Corporate social responsibility has long been one of the pillars of Gemini Park’s activities in Bielsko-Biała, Tarnów and Tychy. Its initiatives address current challenges and residents’ needs, involving local partners and community organisations.

The safety of the youngest road users takes on particular importance in summer. This is a time when children spend more time outdoors, travel more frequently and make greater use of bicycles, scooters and pedestrian crossings. Yet the statistics remain worrying: every year, thousands of road incidents involving children occur in Poland. This is why the issue has become one of the priorities of Gemini Holding’s community initiatives during the summer holidays.

– Our regular contact with local communities allows us not only to meet their shopping needs but also to engage with important social issues. With thousands of families with children visiting us every day, we have an opportunity to reach them with important messages, such as improving road safety. We believe that a modern shopping centre can also be a place for education and the development of good habits, making it a partner in initiatives that have a tangible impact on residents’ safety and quality of life – says Aleksandra Zawodzińska, Marketing Director of Gemini Park Tychy.

Gemini for Children brings a joint initiative and tangible help

One way Gemini Holding is putting this strategy into practice is through its participation in Wielka Wyprawa Maluchów dla Dzieci, Poland’s largest motoring charity project, which aims to support children injured in accidents and raise awareness of road safety. Launched by motorsport legends, including Rafał Sonik, and figures from sport and the media, the initiative has been combining support for those in need with public education for years.

As part of this year’s edition, all three Gemini Park shopping centres are running a joint fundraiser, “Gemini dla Maluchów – razem po dobro” (“Gemini for Children — Doing Good Together”). The funds raised will support medical treatment, rehabilitation and psychological care for children injured in accidents, as well as educational activities promoting safe behaviour. Gemini Holding’s involvement goes beyond organising the fundraiser, however. Representatives of Gemini Park Bielsko-Biała, Gemini Park Tarnów and Gemini Park Tychy also joined the expedition itself, taking an active part in a route covering almost 4,500 kilometres through Poland and several other European countries.

– For us, Wielka Wyprawa Maluchów is much more than a project we support as a partner. Once again, representatives of Gemini Park shopping centres are taking part in the rally, travelling thousands of kilometres across Europe. It is a conscious decision not just to talk about social responsibility, but to put it into practice. We see these activities as a natural extension of our everyday CSR work, based on commitment, collaboration and a tangible impact on the world around us. This is how we understand the role of business in creating lasting, positive social change – emphasises Marcin Ochmański, Marketing Director of Gemini Park Bielsko-Biała.

Education in practice

Wielka Wyprawa Maluchów dla Dzieci stopped at the Gemini Park shopping centres in Bielsko-Biała, Tarnów and Tychy. Local residents had the opportunity not only to see the procession of Fiat 126p cars, known in Poland as “Maluchy”, but also to meet the expedition’s participants and the project’s ambassadors.

These activities were also extended through Young & Safe, an educational and entertainment event organised by Gemini Park shopping centres in collaboration with road safety experts. The project uses modern educational tools, simulators, VR technology and practical workshops to teach children, young people and adults about safe road use and how to respond appropriately in dangerous situations, in an accessible way. Events took place at all the centres between 14 and 18 July.

– Our CSR work goes beyond individual initiatives. We consistently develop long-term projects that actively involve residents, partners and different groups in our activities. We are particularly keen to reach out to local communities and invite them to help shape events and take part directly, because this is the approach through which education and social awareness can have the greatest impact – concludes Joanna Rzepecka-Zienko, Marketing Director of Gemini Park Tarnów.

Wielka Wyprawa Maluchów dla Dzieci and Young & Safe form part of the broader programme of activities delivered by Gemini Park shopping centres throughout the year. Each centre hosts initiatives addressing a range of social challenges, from “Jestem OK” (“I’m OK”) Mental Health Week at Gemini Park Tychy, through the “Oddaj krew, idź na mecz” (“Donate Blood, Go to a Match”) voluntary blood donation campaign organised with TS Podbeskidzie at Gemini Park Bielsko-Biała, to the “Porozmawiajmy o autyzmie” (“Let’s Talk About Autism”) series of meetings at Gemini Park Tarnów. Although these projects cover different areas, they share a common aim: to create space for education and dialogue and involve residents in initiatives that address the real needs of local communities.