What started as a simple idea to bring the community together through crochet has earned Secunda Mall national recognition, with its Crochet Christmas Tree project receiving a Silver Award in the Corporate Social Responsibility category at the SACSC Footprint Marketing Awards.

The project began in early 2025 with a call to the Secunda community to help create something different for the festive season.

Instead of a traditional commercially produced Christmas tree, Secunda Mall set out to create a six-metre Christmas tree covered in handmade crochet granny squares contributed by community members.

A target of 2 750 granny squares was calculated to cover the tree, and the community was invited to get involved through social media, word of mouth and collection points placed throughout the mall.

The response far exceeded expectations.

By the end of the collection period, more than 3,400 granny squares had been donated. Contributions came from individuals, crochet groups and community members, with some contributors donating hundreds of squares.

The growing collection became a true reflection of the community’s willingness to work together and create something meaningful.

The crochet panels were assembled during 2025, culminating in the installation of the six-metre Crochet Christmas Tree as part of Secunda Mall’s festive décor.

But the project did not end when Christmas was over. In keeping with the initiative’s focus on giving back, the crochet installation was given a second life.

The panels were transformed into 34 warm blankets, which were donated on April 29 to a rural stimulation centre supporting children with disabilities. This transformed the project from a festive installation into a lasting community upliftment initiative.

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Recognising excellence in shopping centre marketing
The SACSC Footprint Marketing Awards, hosted by the South African Council of Shopping Centres, recognise outstanding marketing initiatives within the shopping centre industry, celebrating creativity, innovation and measurable impact.

Secunda Mall’s Silver Award in the Corporate Social Responsibility category recognises the community collaboration and social impact behind the Crochet Christmas Tree project.

From 3 400+ granny squares to a six-metre Christmas tree and ultimately 34 blankets donated to children with disabilities, the project showed how festive décor can become a meaningful platform for community participation and giving.

“The Crochet Christmas Tree became so much more than a Christmas decoration. It became something the community could see themselves in – quite literally. Every square represented someone’s time, creativity and willingness to contribute,” says Danelle van der Watt, Marketing Manager of Secunda Mall.

A special Thank You
Secunda Mall would like to extend a heartfelt thank you to every person who contributed to the project – from those who crocheted a single granny square to the individuals and groups who contributed hundreds, as well as everyone who helped collect, assemble and bring the tree to life.

“This Silver Award belongs to the community that stitched it together.”

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