The Orion Festival of Giving is arguably the most innovative outreach program to have been conceived by a mall. Orion partners with some of the city’s most prominent NGOs engaged in the care of underprivileged children. Leveraging effective offline and online campaigns, mall patrons are requested to donate well kept toys, books and clothes in exchange for coupons that can be redeemed for discounts at mall stores. This creates a convenient mode for people to support a charity while also providing a means for them to get rid of surplus stuff at home. The initiative is followed up by a charity gala and a celebrity fashion show that helps bring larger interest and much needed funds to help educate and rehabilitate kids.