Give the Gift that Gives Twice by Supporting the IKEA Soft Toy Campaign
Annual holiday campaign aims to sell 10 million soft toys globally to support children's education
BURLINGTON, ON, Nov. 1 /CNW/ - Join the Soft Toy movement! Between November 1st and December 26th, 2010 IKEA Social Initiative will donate $1 for every soft toy sold in IKEA stores worldwide to UNICEF and Save the Children. The funds raised will support projects to help realize every child's right to a quality education. Since 2003, the annual Soft Toy campaign has raised a total of $35 million CAD, helping eight million children in need. The goal this year is to raise another $220,000 in Canada amongst 11 stores and $13.5 million CAD (€10 million) globally.
This year, to celebrate the 21st anniversary of the Convention on the Rights of the Child, which has transformed the way children are viewed and treated throughout the world, from December 19th to December 26th, IKEA Social Initiative will donate $1 for every product sold from the entire IKEA Children's range as well as for every kids' meal sold.
"IKEA Canada is proud to support the annual Soft Toy campaign with our long-standing partners UNICEF and Save the Children," says Kerri Molinaro, President of IKEA Canada. "By supporting this initiative, our customers and co-workers in Canada can take pride in the fact their purchase is helping the world's children gain access to a quality education."
The 2010 campaign will help UNICEF and Save the Children to extend and start new projects in 22 countries. Since 2003, the campaign has helped fund projects in about 40 countries in Central and Eastern Europe, Asia and Africa.
IKEA Social Initiative believes all children should have access to quality education. Yet 72 million children are being denied that right. The UNICEF and Save the Children projects aim to improve the education of the most disadvantaged children, recognizing this is one of the best investments that impact generations to come. The funds raised through the Soft Toy campaign contribute to better school facilities and access to water and toilets, strengthen the right to education for minority children, provide educational supplies, and train teachers in child-friendly teaching techniques.
"With over 300 IKEA stores and many millions of customers joining the movement for children's education, we can make a substantial and long-lasting impact on children's lives," says Marianne Barner, head of IKEA Social Initiative. "This program will continue to raise awareness of the importance of education while helping millions of children learn and thrive."
IKEA Social Initiative's strategic partnerships with UNICEF and Save the Children contribute to achieving the Millennium Development Goals. Equal access to education for all girls and boys and quality education in a child-friendly environment is the foundation. By ensuring all children have access to education, it becomes possible to build the knowledge necessary to combat disease and eradicate poverty and hunger.
"Over the past ten years IKEA has been an incredible partner and has contributed greatly to furthering the work of UNICEF to ensure children have a healthy and secure childhood, access to quality education and are protected from exploitation," said Kimberly Moran, Acting President and CEO of UNICEF Canada. "Thanks to generous IKEA customers, the IKEA Social Initiative Soft Toy campaign has enabled millions of children to receive a quality education as well as raise awareness about the right of children to have an education among IKEA's customers worldwide."
"Achieving sustainable and large scale changes in society can only be done through collaboration between sectors. The partnership between Save the Children and IKEA Social Initiative spans over a decade and we are proud and honoured to work together with such a dedicated partner in the fight for children's rights to a healthy, secure childhood and quality education," says David Morley, President and Chief Executive Officer of Save the Children Canada.
This year, customers who purchase a soft toy at any one of our 11 Canadian stores can also donate their purchase at the store. IKEA will share it with a local children's charity in communities IKEA operate.
About IKEA Social Initiative
IKEA believes that home is the most important place in the world, and children are the most important people in the world. The mission of IKEA Social Initiative is to improve the rights and life opportunities of the many children and women thereby creating substantial and lasting change. We work together with UNICEF, Save the Children and UNDP to promote the rights of every child to a healthy, secure childhood with access to quality education as well as empower women. Current IKEA Social Initiative projects benefit an estimated 100 million children. Since 2003, the annual Soft Toy campaign has raised a total of 23.8 million euro ($35 million CAD), helping eight million children in need. The annual '$1 is a Fortune' program is a global joint-raising venture with the IKEA Group. As a result, the transfer of funds from IKEA stores in Canada will be €1 (approximately $1.50 CAD) for every soft toy sold. For more information, please visit www.IKEA.ca
About IKEA
IKEA is a leading home furnishings retailer with 280 stores in 26 countries worldwide, which are visited by 626 million people every year. IKEA Canada has 11 stores which are visited by over 25 million people every year. Last year the ikea.com websites attracted 712 million visitors. Founded in 1943, IKEA's business philosophy is to offer a wide range of products of good design and function at prices so low, the majority of people can afford them.
About Save the Children
SAVE THE CHILDREN is the world's leading children's rights organization, with 29 national Save the Children offices and operational programs in over 120 countries. Our vision is a world in which every child attains the right to survival, protection, development and participation. We deliver immediate and lasting improvements to children's lives worldwide. For more information about Save the Children please visit: http://www.savethechildren.ca.
About UNICEF
UNICEF is the world's leading child-focused humanitarian and development agency. Through innovative programs and advocacy work, we secure children's rights in virtually every country. Our global reach, unparalleled influence on policymakers, and diverse partnerships make us an instrumental force in shaping a world fit for children. UNICEF is supported entirely by voluntary donations and helps all children, regardless of race, religion or politics.
For further information:
For further information about the IKEA Soft Toy campaign, please contact:
Madeleine Löwenborg-Frick
National Public Relations Manager
IKEA Canada
T: 905-637-9440 x 6378
[email protected]
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