PLEASANTON, Calif. — Safeway announced that it has tapped singer/songwriter and philanthropist Avril Lavigne to thank customers who support the retailer's annual Support for People with Disabilities fundraising campaign.
When customers enter any of the company's Safeway, Vons, Pavilions, Tom Thumb, Randalls, Dominick's or Carrs stores through April 30, they will find "Behind the Scenes with Avril Lavigne" signs near each store's entrance. There, customers can grab a tear-card from the sign and bring it to the register to make a $5 donation at checkout to support services for children and adults living with disabilities, including Easter Seals, Special Olympics and an array of organizations. Those customers will be given a coupon and code to view exclusive videos of Avril Lavigne on tour, behind the scenes, performing from her dressing room and visiting Easter Seals programs for kids with disabilities. What's more, the content also includes an exclusive acoustic version of one of the singer's most popular songs.
"We are honored to be working with Avril Lavigne to build even more excitement for our disabilities campaign and give our customers something unique as a thank you for their support — exclusive access to go behind the scenes with Avril," said Larree Renda, Safeway EVP and chair of the Safeway Foundation, the retailer's charitable arm.
In related news, Safeway said it is supporting the campaign this year by partnering with Rebuilding Together, a nonprofit working to preserve affordable homeownership, to plan and execute home or community center rehabilitation projects that serve people with disabilities. In the coming weeks, teams of Safeway volunteers will be deployed in each of the company's key markets to assist Rebuilding Together "project managers" with various repair, landscape, paint and remodel work. This is the third consecutive year that Safeway has joined with Rebuilding Together to make homes and community centers more accessible.