The worldwide IKEA Soft Toy campaign raises millions for children
The IKEA soft toy campaign has raised a total of 11.3 million euros since it began six years ago, making it one of the largest cause-related marketing campaigns in the world.
Save the Children is a global partner of IKEA. The 2008 Soft Toy campaign highlights education and reaches IKEA customers in IKEA stores in 24 countries during the months of November and December - a joint effort for the change of children's lives worldwide. Buying one soft toy raises 1 euro, which all together sums up in funds that over the years in total are supporting 20 Save the Children and UNICEF projects in three continents.
The more soft toys walk out of IKEA stores, the more education we can provide for children.
"Each soft toy bears a symbolic value, giving joy to the children it is given to, and at the same time has a strong and life changing impact on the lives of children in another part of the world," says Charlotte Petri Gornitzka, Secretary General, International Save the Children Alliance.
IKEA Social Initative and Save the Children share the view that it is every child's right to go to school, no matter what part of the world they live in. School is a safe place where children can be protected in situations of war and conflict. Education gives children important life skills, prepares them better for life and protects them from physical harm and abuse. Teachers trained in child's rights combined with a relevant curriculum, can equip children with respect for human rights and the knowledge and self-confidence needed to question the violence or injustices surrounding them.
Here are some examples of what Save the Children has accomplished, thanks to the funds from IKEA Social Initiative and the Soft Toy campaign:
- In India, vulnerable children in 50 remote villages in Northern Rajasthan are now going to school for the first time in their lives.
- In many countries, like Albania and Romania, we have prevented children from trafficking.
- In China teachers have been trained to use child friendly methods instead of corporal punishment in many schools.
- Russian children with disabilities are supported so that they can live with their families instead of growing up in institutions.
- Thousands of children suffering from natural disasters have been supported with both short and long term interventions.
By supporting education projects we can give future generations the knowledge they need to free their countries from poverty and violence.
About the partnership
"The IKEA vision is to create a better everyday life for the many people. We believe children to be the most important people in the world, and fighting for their rights is the task of IKEA Social Initiative", Marianne Barner, IKEA Social Initiative.
Save the Children has worked with IKEA since 1994. Together we are fighting to bring about lasting changes in the lives of children. Save the Children and UNICEF share all funds raised through the annual Soft Toy campaign, supporting long-term and integrated projects that improve children's rights through structural change, contributing to achieving the Millennium Development Goals.