FROM THE FIELD
The IKEA soft toy campaign has raised a total of nine million euros since it began four years
ago, making it one of the largest cause-related marketing campaigns in the world. Adding to this figure the 2008 goal - five million soft toys equal to one euro each - the message is clear: 1 euro can
really become a fortune. With a total of 14 million euros, the soft toys are really changing children's lives all over the world. Save the Children is a global partner of IKEA.
The 2008 Soft Toy campaign highlights education and reaches half a billion 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 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. [ Any views expressed in this article are those of the writer and not of Reuters. ]
[ Any views expressed in this article are those of the writer and not of Reuters. ]
