Crystal D. Swann
October 17, 2011

The national campaign to uplift the lives of citizens living in homeless shelters by bringing the transformative effect of color into the shelters launched on September 21 in Laredo (TX) and Trenton (NJ). “Color Care Across America,” a partnership between The U.S. Conference of Mayors, Benjamin Moore Paints, and the members of the Painting & Decorating Contractors of America (PDCA), will provide color makeovers for 51 shelters in 50 days across the United States. Mayors nominated shelters in their city for the program and through an external review process only one shelter was selected from each state for the makeover.

In Laredo, the first stop on the campaign, Mayor Raul Salinas remarked on the impact the program will have on his citizens who find themselves living in the shelter. “We recognize the hardships that families experiencing domestic violence face when they have been forced to flee their own homes due to violence and abuse,” he said. “We are thankful that Casa de Misericordia is there to help. A newly painted facility would be of great assistance to Casa de Misericordia and those that they serve.”

In Trenton where the Rescue Mission of Trenton was selected for the color transformation, Mayor Tony Mack expressed his appreciate for the program. “To have the private sector step up to the plate right now is the partnership Trenton needs and is incredibly valuable in this tough economic climate. We are so proud that our shelter is getting a makeover, and out of all the 51 shelters in the nation, we are the first to receive this honor. I am proud to be a member of the USCM, and I was honored to nominate the Rescue Mission,” he said.

Greenville (SC) Mayor Knox White, who nominated the Salvation Army of Greenville, for the Color Care award stressed the need for organizations like the Salvation Army during these difficult economic times. “Too often in tough economic times, organizations that people turn to and rely on in the time of need, like the Salvation Army of Greenville, are caught in a Catch-22 — forced to strike a precarious balance between serving an increased client base and dwindling donations,” he said.

Tucson (AZ) Mayor Bob Walkup nominated ‘Emerge!’ that is a domestic violence shelter for the Color Care Campaign. “Emerge! has done a tremendous job in maximizing available resources to best serve survivors of domestic abuse in Tucson. I was honored to nominate Emerge! for this innovative grant. And I am very pleased that Emerge! was selected. Congratulations to Executive Director Sarah Jones and her team,” said Walkup.

The color selections the shelters chose from were no ordinary colors, but were especially assembled by skilled color specialists. Knowing that color communicates a message instantaneously, the editors of House Beautiful magazine, along with the help of Benjamin Moore’s own color diva, Sonu Matthew, have assembled seven color collections to convey a message of upbeat optimism and well-being.

The campaign has also stopped in Boise (ID), Salt Lake City (UT) and Missoula (MT). Color Care Across America will complete its coast-to-coast makeover in November in Washington (DC). To follow the color transformation across the U.S. visit the U.S. map on Facebook to see photos and videos of each event at https://apps.facebook.com/bm-colorcare/