Benjamin Moore Embarks on "Color Care Across America"
America's Top Paint Brand Teams With U.S. Conference of Mayors + Painting & Decorating Contractors of America To Provide Color Makeovers for 51 Shelters in 50 Days
MONTVALE, N.J., Sep 26, 2011 (BUSINESS WIRE) --"
The uplifting emotional impact of color is being put to the test as
Benjamin Moore Paints launches "Color Care Across America," a color
makeover program for shelters. The initiative launched September 21, in
Laredo, TX and Trenton, NJ, and it will continue over the course of 50
days, as crews of volunteer professionals who are members of the
Painting & Decorating Contractors of America (PDCA)--a team in each state
plus DC--pick up their paint rollers and brushes to provide color
redesigns for shelters that provide housing for those in need.
The United States Conference of Mayors (USCM), which has made reducing
homelessness one of its top priorities, partnered in this ambitious
campaign. "The nation's mayors are the first to understand the hardships
facing families today," said Tom Cochran, CEO & executive director of
the United States Conference of Mayors. "With the failure of the
national economy to rebound and the dwindling resources on the ground,
many people are out of work, homeless and must turn to these shelters
for help. That's why we are pleased to be a part of this Benjamin Moore
program. Color is powerful! If it can brighten lives and uplift the
spirits of our neediest citizens. We are all for it."
The individual shelters that will undergo the color transformation were
chosen through a competitive process that included a USCM review
committee.
In explaining Benjamin Moore's decision to undertake Color Care, company
director Carl Minchew said, "Many hard-working families are experiencing
the loss of their homes, and finding that the American dream of home
ownership is fading. They are among the growing ranks winding up in
shelters. It's demoralizing, and in some cases, a de-humanizing
condition that can break the spirit of any family. Then, of course,
there are the hundreds of women and children seeking sanctuary from
abusive households. The increasing demand from these growing populations
is taxing and straining the organizations that offer emergency living.
Obviously, there's no simple solution to this troubling occurrence, but
the aim of Benjamin Moore in launching 'Color Care Across America' is to
bring attention to this situation while helping to improve the living
environments for those who seek this basic human need of having a roof
over their heads."
According to Richard Greene, CEO of the PDCA, association members were
quick to sign on for the initiative. "You'll often find PDCA members
among the first to volunteer for community projects, offering their time
and skills to help the less fortunate. So, we're proud to be officially
onboard with this tremendous undertaking and applaud each individual
painting and decorating firm that has committed to the program."
With a promise to paint the interiors of shelters that are up to 10,000
square feet in size, Benjamin Moore is providing enough paint for
bedrooms plus common areas such as living rooms, dining rooms and
recreation spaces, entries/foyers, hallways and stairwells. It estimates
that by the completion of the final shelter in Washington, DC, this
November, more than 3,000 gallons of paint will be put to use. Minchew
said the painting contractors will handle minor repair on walls,
ceilings and trim to properly prepare the surfaces being painted.
There's a plan, as well, to leave behind a few extra gallons with
brushes and rollers "in case residents, staff or volunteers feel
inspired to spruce up other areas of the house that remain in need of a
coating."
Helping to ensure that the color options for these community residences
will add an upbeat mood while respecting local and regional tastes,
Benjamin Moore turned to the editors of House Beautiful magazine.
They joined with Benjamin Moore's senior interior designer, Sonu Mathew,
in putting together seven suggested palettes that each shelter will be
able to choose from.
"There will be no cookie-cutter looks," said Minchew, "and no standard
institutional hues. This is an empowering opportunity for the shelters
to select colors that are livable and likable."
The Color Care program is also underway in Canada, where a shelter in
all but one of the country's 10 provinces is getting a color makeover,
as well.
To track the progress of this program, please visit the Color Care
Across America tab on the Benjamin Moore Facebook:
http://www.facebook.com"(The color being applied to the wall in the photo above is what psychologists call Bubble Gum Pink. Research has shown that it lifts the moods of depressed people who are institutionalized.) It's true that color can make a difference!
