PDCA Teams with Benjamin Moore for Color Care Across America
Campaign Completed Color Paint Makeovers For 51 Emergency Shelters
The concept was ambitious: Benjamin Moore wanted to provide 51 color paint makeovers for 51 emergency shelters–one in each state plus DC–in 50 days. A partnership with the U.S. Conference of Mayors yielded the shelters deemed in need of the color redo’s. The paint manufacturer’s other collaborator in this project was PDCA, which rallied many of its members nationwide to volunteer for the cause. The initiative got underway in late September, and more than scores of PDCA members helped see Color Care through to its conclusion in November, a few weeks beyond the original 50-day goal, but clearly a timely holiday “gift” for thousands “in crisis” throughout the country.
From Portland, OR to Portland, ME, and from Honolulu to Anchorage, Color Care reached a range of shelters–some serving homeless men or women only; some women and families seeking aid from domestic violence. There were some shelters in the program offering drug rehabilitation, independent living for adults with developmental disabilities, 
refuge from child trafficking, and transitional housing for families who’d fled from war–torn countries.
“A poignant, inspiring and compelling story emerged from each city we visited,” said Eileen McComb, director of corporate communications for Benjamin Moore, and the key engineer of Color Care. “It’s been emotionally fulfilling for all those on the giving side as much as it has been on the receiving end."
In explaining Benjamin Moore’s decision to undertake Color Care, McComb 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’ was 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.”
Audra Frank, Audra Frank Associates, was among the first to get the ball—as well as the paint—rolling on Color Care. An active member of PDCA North Jersey, she not only took some of her own crew off paying jobs for the two-day experience, but she also persuaded colleagues from Five Star Painting to join her and chapter president Warren Hoffman, of Alpine Painting & Restoration, for what was the first official color makeover: Rescue Mission of Trenton, NJ. As happened at most of the shelters, the city’s mayor—in, this case, Tony Mack—stopped by to thank the painters, inspect the workmanship, and, in some cases, even pitch in by picking up a paint brush or roller.
In California, Project Achieve in Long Beach, a program of Catholic Charities of Los Angeles, Inc., was the chosen shelter, and the paint makeover became a project of Endurance Painting along with the Los Angeles Painting and Finishing Contractors Association’s apprentice program. Chicago’s FCAC plus DC14 Union Painters also got involved, giving Cornerstone Community Outreach, which assists low-income residents with a variety of critical services, a welcome facelift. FCAC Chicago actually designated its Color Care project the organization’s charity of the year.
Similarly, in Las Vegas, apprentice painters joined journeymen from the local 159 Chapter of the International Union of Painters & Allied Trades who turned the job into a weeklong training opportunity. Approximately 30 painters showed up for the color transformation of The Salvation Army location in Sin City.
The Salvation Army in Greenville, SC, where the facility’s six-bedrooms provide emergency shelter for single men and women, also was a recipient of Color Care. PDCA members stepping up to the plate in that community included First Class Painting, Greenpro Inc., Freshcoat and Anderson Paint & Decorators.
According to McComb, Color Care entailed a promise to paint the interiors of shelters, committing up to 10,000 square feet, and providing enough paint for bedrooms plus common areas such as living rooms, dining rooms and recreation spaces, entries/foyers, hallways and stairwells. All told, approximately 3,000 gallons of paint were contributed, and it included leaving 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 added an upbeat mood while respecting local and regional tastes, Benjamin Moore turned to the editors of House Beautiful magazine. They worked with Benjamin Moore’s senior interior designer, Sonu Mathew, in putting together seven suggested palettes that each shelter was able to choose from.
“There were no cookie-cutter looks,” said McComb, “and no standard institutional hues. This was meant to be an empowering opportunity for the shelters to select colors that are livable and likable.”
“Benjamin Moore is so grateful to have had the U.S. Conference of Mayors and the Painting and Decorating Contractors of America as its partners on this extraordinary journey,” McComb continued. “The word ‘amazing’ keeps popping up in comments from everyone we interview. That’s no exaggeration.”
To see and hear more about the Color Care paint jobs, visit http://apps.facebook.com/bm-colorcare. Several painting contractors are featured in videos, and personally comment on the experience of participating in the program
