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Helping the most important people in the world
The 2011 IKEA Soft Toy Campaign
They’re cute, cuddly and work towards a good cause. They’re soft toys! Welcome to this year’s Soft Toy Campaign that invites customers to help fund education projects supported by UNICEF and Save the Children. Not only will you meet the soft toys, you’ll meet some children who benefit from the campaign, learn about this year’s supported projects and more. Already good huggers and listeners, soft toys are excellent teachers too, raising awareness about the importance of children’s education around the world.
They’re cute, cuddly and work towards a good cause. They’re soft toys! Welcome to this year’s Soft Toy Campaign that invites customers to help fund education projects supported by UNICEF and Save the Children. Not only will you meet the soft toys, you’ll meet some children who benefit from the campaign, learn about this year’s supported projects and more. Already good huggers and listeners, soft toys are excellent teachers too, raising awareness about the importance of children’s education around the world.
Educate kids and they’ll do the rest
At IKEA, we believe children are the most important people in the world. We want all children to have the right to simply be children – free to play, learn and develop. That’s why we work hard to give millions of children a better start in life, so they can realise their full potential and eventually take charge of their own future. When we say we want to create a better everyday life for the many people, that includes the many people in need. Together with IKEA customers, our Soft Toy Campaign works toward the belief that if you educate kids, they’ll do the rest themselves.
At IKEA, we believe children are the most important people in the world. We want all children to have the right to simply be children – free to play, learn and develop. That’s why we work hard to give millions of children a better start in life, so they can realise their full potential and eventually take charge of their own future. When we say we want to create a better everyday life for the many people, that includes the many people in need. Together with IKEA customers, our Soft Toy Campaign works toward the belief that if you educate kids, they’ll do the rest themselves.
One IKEA Belgium co-worker recently got a firsthand look at UNICEF projects in Mali. Barbara Verbeek, of the IKEA Gent store commented, “I’d never been to Mali myself and I had no idea how people lived there. Once I got there I began to understand the important role organisations like UNICEF play. There’s still a lot that needs doing, but when I saw that little boy with his blue UNICEF knapsack (packed with school materials) I realised that things were on the move.” Donations from the Soft Toy Campaign help put the wheels of change in motion, giving children access to quality education they deserve. In turn, their compassion grows, their dreams are fueled and their education leads to further change.
Barbara Verbeek, employee IKEA Gent:
"There’s still a lot that needs doing, but when I saw that little boy with his blue UNICEF knapsack (packed with school materials) I realised that things were on the move." From poverty to prosperity
The IKEA Foundation believes all children should have access to a quality basic education. School offers children a safe environment with support, supervision and socialisation. Children also learn life skills that can help improve their own health and that of their family and community. Access to quality education also reduces a child’s vulnerability to abuse, exploitation and disease.
In late 2009, IKEA Social Initiative and its work was incorporated into the IKEA Foundation. “We want to help people help themselves to a better everyday life today — and tomorrow, turning the cycle of poverty into a circle of prosperity,” says founder Ingvar Kamprad. Two of the IKEA Foundation’s main partners are UNICEF and Save the Children. IKEA, through the IKEA Foundation, is the largest global corporate donor to both.
The IKEA Foundation aims to improve opportunities for children and youth by funding holistic, long-term programmes that can create substantial, lasting change, and enable them to take charge of their own future.
The IKEA Foundation believes all children should have access to a quality basic education. School offers children a safe environment with support, supervision and socialisation. Children also learn life skills that can help improve their own health and that of their family and community. Access to quality education also reduces a child’s vulnerability to abuse, exploitation and disease.
In late 2009, IKEA Social Initiative and its work was incorporated into the IKEA Foundation. “We want to help people help themselves to a better everyday life today — and tomorrow, turning the cycle of poverty into a circle of prosperity,” says founder Ingvar Kamprad. Two of the IKEA Foundation’s main partners are UNICEF and Save the Children. IKEA, through the IKEA Foundation, is the largest global corporate donor to both.
The IKEA Foundation aims to improve opportunities for children and youth by funding holistic, long-term programmes that can create substantial, lasting change, and enable them to take charge of their own future.
The Convention on the Rights of the Child
The Convention on the Rights of the Child is universally agreed and commits governments to ensure that children can grow up in safe and supportive conditions, with access to quality education, health care and a good standard of living. Despite the numerous challenges that remain in realizing children’s rights, it offers a vision of a world in which all children survive, develop, are protected, respected and encouraged. The convention spells out the basic human rights that children everywhere have.
The Convention on the Rights of the Child is universally agreed and commits governments to ensure that children can grow up in safe and supportive conditions, with access to quality education, health care and a good standard of living. Despite the numerous challenges that remain in realizing children’s rights, it offers a vision of a world in which all children survive, develop, are protected, respected and encouraged. The convention spells out the basic human rights that children everywhere have.
It is based on four core principles:
Here are some of the main rights in plain language:
- Non-discrimination
- Devotion to the best interests of the child
- The right to life, survival and development
- Respect for the views of the child
Here are some of the main rights in plain language:
- Children have the right to an education and primary education should be free.
- Children have the right to be protected from work that is dangerous, or that might harm their health or their education.
- Children have the right to be properly cared for, and protected from violence, abuse and neglect.
- Children have the right to good quality health care, to clean water, nutritious food and a clean environment.
- Children have the right to relax and play, and to join in a wide range of activities.
Long-term effects of a short campaign
Like IKEA customers build furniture themselves, the success of the Soft Toy Campaign lies in working together. For every soft toy or kid’s meal bought between 1st of Nov and 24th of Dec, 2011. The IKEA Foundation will donate Dhs 5, split between UNICEF and Save the Children, to support the education of the most disadvantaged children. Joining the campaign with a purchase is an easy way to stand together in the fight for realising every child’s right to a quality education. Since its start in 2003, the annual Soft Toy campaign has raised a total of 35.2 million euro, which has helped improve the lives of more than eight million children in 45 countries. This year’s goal is 12 million euro.
Like IKEA customers build furniture themselves, the success of the Soft Toy Campaign lies in working together. For every soft toy or kid’s meal bought between 1st of Nov and 24th of Dec, 2011. The IKEA Foundation will donate Dhs 5, split between UNICEF and Save the Children, to support the education of the most disadvantaged children. Joining the campaign with a purchase is an easy way to stand together in the fight for realising every child’s right to a quality education. Since its start in 2003, the annual Soft Toy campaign has raised a total of 35.2 million euro, which has helped improve the lives of more than eight million children in 45 countries. This year’s goal is 12 million euro.
For every soft toy or kid`s meal you buy, IKEA donates Dhs5 to help educate kids
All 38 IKEA retail countries/territories invite customers to join the campaign, which means more than 300 IKEA stores and many millions of Soft Toy fans can contribute to make a real difference. Though the campaign itself is short in time, the money raised in the campaign supports and extends the annual projects of UNICEF and Save the Children, who work every day for the most important people in the world.
The campaign’s long-term effects are seen in examples like Helder Pecho Cossa of Mozambique’s Chibuto District, a participant of the UNICEF sponsored initiative, One Minute Jr. In his one-minute film, Helder asks a child working on the street, ‘Selling clothes? What is your future?’ Helder wants his future to be different. “By going to school I will be able to become someone that can help others,” he says. Without the support of UNICEF and the Soft Toys campaign, what would be Helder’s future instead?
Save the Children is the world’s largest independent organisation for children, delivering programmes and improving children’s lives in more than 120 countries worldwide. Working toward a world in which every child attains the right to survival, protection, development and participation, Save the Children’s mission is to inspire breakthroughs in the way the world treats children and to achieve immediate and lasting change in their lives.
“The eight million children who have to date been given the opportunity to receive a quality primary education, is a direct result of the IKEA Soft Toy Campaigns. This profound impact on so many children’s lives, is due to the invaluable contribution from IKEA co-workers and customers alike. We are delighted to yet again be a part of this unique global campaign.”
- Elisabeth Dahlin, Chairman, the IKEA Foundation Collaboration Steering Committee and Secretary General, Save the Children Sweden
- Elisabeth Dahlin, Chairman, the IKEA Foundation Collaboration Steering Committee and Secretary General, Save the Children Sweden
UNICEF is on the ground in more than 150 countries and territories to help children survive and thrive, from early childhood through adolescence. The world’s largest provider of vaccines for developing countries, UNICEF supports child health and nutrition, good water and sanitation, quality basic education for all boys and girls, and the protection of children from violence, exploitation, and AIDS. UNICEF is funded entirely by the voluntary contributions of individuals, businesses, foundations and governments.
Leila Pakkala, Director of Private Fundraising and Partnerships, UNICEF:
“IKEA customers and co-workers who support the Soft Toy campaign have helped us to provide a quality education to eight million children in some 40 countries across the world. These children are often the most disadvantaged in society - orphans, those living in extreme poverty, and girls. We know that no other investment makes a lasting difference as the education of children and we are enormously grateful to all of you for joining the campaign.”
“IKEA customers and co-workers who support the Soft Toy campaign have helped us to provide a quality education to eight million children in some 40 countries across the world. These children are often the most disadvantaged in society - orphans, those living in extreme poverty, and girls. We know that no other investment makes a lasting difference as the education of children and we are enormously grateful to all of you for joining the campaign.”
Together we are already helping 8 million children
Since the start in 2003, Soft Toy Campaigns have raised €35.2 million, helping 8 million kids get better teachers, classrooms, books and pencils.
Since the start in 2003, Soft Toy Campaigns have raised €35.2 million, helping 8 million kids get better teachers, classrooms, books and pencils.
Raising awareness in Bangladesh about the benefits of education
Since 1970, Save the Children has been working in Bangladesh towards improving children’s lives. Over a third of Bangladesh’s 150 million inhabitants is under the age of 18.
Further, nearly seven million children between 5 and 14 have to work to help their families survive because many parents are not aware of the value of education to secure a better future for their children. They prefer their children start working at an early age to contribute to the family income.
Since 1970, Save the Children has been working in Bangladesh towards improving children’s lives. Over a third of Bangladesh’s 150 million inhabitants is under the age of 18.
Further, nearly seven million children between 5 and 14 have to work to help their families survive because many parents are not aware of the value of education to secure a better future for their children. They prefer their children start working at an early age to contribute to the family income.
Consequently, only 47% of children complete primary education and 58% of the population over age 15 is illiterate.
Since 2006, funds received from Soft Toy Campaigns have supported projects in Bangladesh. A current project, funded from 2010 collections, raises awareness about children’s rights and the long term benefits of education and vocational training.
By the end of this project, 27,000 children, aged 5-14 years, will have successfully completed a primary education. An expected 5,000 parents and 3,000 community people will have learned about children’s rights and the long term benefits of education. A technical institution has also been developed to strengthen institutional capacity building.
Since 2006, funds received from Soft Toy Campaigns have supported projects in Bangladesh. A current project, funded from 2010 collections, raises awareness about children’s rights and the long term benefits of education and vocational training.
By the end of this project, 27,000 children, aged 5-14 years, will have successfully completed a primary education. An expected 5,000 parents and 3,000 community people will have learned about children’s rights and the long term benefits of education. A technical institution has also been developed to strengthen institutional capacity building.
A new project that will launch from this year’s Soft Toy Campaign aims to better protect and empower children with disabilities. This project seeks to support at least 3,000 children with disabilities at a community level and establish three socialization centers that will provide vocational training for at least 600 children with disabilities.
With advances in education and support through the continued work of Save the Children and other organizations, it is hoped that change will come over time to the 43% of the population in Bangladesh that lives below the poverty line.
With advances in education and support through the continued work of Save the Children and other organizations, it is hoped that change will come over time to the 43% of the population in Bangladesh that lives below the poverty line.
Michael McGrath, Country Director Save the Children Bangladesh:
"Save the Children came to Bangladesh in 1970, but our work is far from over. In Bangladesh, more than seven million children between five and 14 have to work to help their families survive. This leaves little time for school and results in illiteracy for 58% of the population over age 15. That’s why education centers and intervention programs are important today and for the future."
"Save the Children came to Bangladesh in 1970, but our work is far from over. In Bangladesh, more than seven million children between five and 14 have to work to help their families survive. This leaves little time for school and results in illiteracy for 58% of the population over age 15. That’s why education centers and intervention programs are important today and for the future."
Salma aims to start her own business
Salma is a 12-year-old girl who has just completed a one-year education course at a vocational education center. When Salma completes her current sewing course, she hopes to start her own business and return to her village.
Salma is a 12-year-old girl who has just completed a one-year education course at a vocational education center. When Salma completes her current sewing course, she hopes to start her own business and return to her village.
The opportunity for Salma to attend courses is part of a three-year project funded by the 2008 Soft Toy Campaign. Through this project, Save the Children and local partner Ain O Salish Kendrew (ASK), support marginalised children to be successful learners who can change their situation. Both ethnic minority children from remote areas and urban working children (including child domestic workers) are getting access to quality education and are protected from abuse and exploitation. Children who never had the chance to go to school are getting access to education through informal school settings as well as developing their skills through training in different trades, which helps them to move forward towards a brighter future.
So far in her young life, Salma hasn’t had much opportunity to go to school. When she was 5 years old, her father got married to another woman and divorced her mother. After her mother’s death, Salma lived with her aunt. For a few years they stayed in their village but failed to manage to get three meals a day and were constantly starving for food. Poverty and lack of sufficient work in the village moved them to Dhaka for their livelihood. Her aunt, however, could not continue to provide for her. When Salma was 11, her aunt got a job for her as a domestic worker, which she has done for more than a year. Salma has a younger sister who is also working in another household in Dhaka, but they rarely get a chance to meet each other.
So far in her young life, Salma hasn’t had much opportunity to go to school. When she was 5 years old, her father got married to another woman and divorced her mother. After her mother’s death, Salma lived with her aunt. For a few years they stayed in their village but failed to manage to get three meals a day and were constantly starving for food. Poverty and lack of sufficient work in the village moved them to Dhaka for their livelihood. Her aunt, however, could not continue to provide for her. When Salma was 11, her aunt got a job for her as a domestic worker, which she has done for more than a year. Salma has a younger sister who is also working in another household in Dhaka, but they rarely get a chance to meet each other.
Through a community liaison who spoke with her employer, Salma was able to complete the education course. Many of Bangladesh’s approximately 4 million child-domestic workers do not have this opportunity. Aside from being deprived of an education, child domestic workers are often found in slavery-like working conditions and are at risk of mental, physical and sexual abuse. The majority of domestic workers are girls with a marginalised, invisible and vulnerable existence. Most child domestic workers live in other people’s homes in total isolation.
The chance for children to educate themselves is tied to possibilities for a better future, one where girls like Salma can take control of their lives.
The chance for children to educate themselves is tied to possibilities for a better future, one where girls like Salma can take control of their lives.
Salma, student, domestic worker and future entrepreneur:
"After completing the sewing course, I aim to start my own business and move back to my village." Helder Pecho Cossa, student and filmmaker:
"By going to school I will be able to become someone that can help others, and one day I will be able to build a nice house for my mother."
"By going to school I will be able to become someone that can help others, and one day I will be able to build a nice house for my mother."
Towards child-friendly, quality education in Mozambique
Roughly half of Mozambique’s 20.5 million inhabitants are children under the age of 18 and 55% of the population lives below the poverty line. Among the world’s poorest countries, Mozambique ranks 165 out of 169 on the 2010 Human Development Index. As such, issues related to health, mortality, infrastructure, education, sanitation, water, social protection and others are major challenges.
For most of Mozambique’s children, education is the only way to overcome these obstacles. Children who can read, write and do arithmetic can hope for better jobs when they grow up. Schools also teach children about daily hygiene and how to protect themselves and their families against diseases. And for many children, the school meal is their only hot meal of the day.
Roughly half of Mozambique’s 20.5 million inhabitants are children under the age of 18 and 55% of the population lives below the poverty line. Among the world’s poorest countries, Mozambique ranks 165 out of 169 on the 2010 Human Development Index. As such, issues related to health, mortality, infrastructure, education, sanitation, water, social protection and others are major challenges.
For most of Mozambique’s children, education is the only way to overcome these obstacles. Children who can read, write and do arithmetic can hope for better jobs when they grow up. Schools also teach children about daily hygiene and how to protect themselves and their families against diseases. And for many children, the school meal is their only hot meal of the day.
In Mozambique, 81% of primary school children (ages 6 to 12) are attending schools.* The difference between genders is only 2%, indicating that gender parity in education might be within reach. Despite these positive signs, the rights of children to quality education continue to be of concern due to the insufficient number and low quality of available primary schools. Most teachers are not trained to teach, classrooms lack desks and other essential learning materials. After primary school, only one in five children of secondary school age attends secondary school.
Working to create conditions that will attract children to school, keep them there and provide them with a safe and protective environment where they can learn and play, Mozambique is one of the 11 countries in UNICEF and the Nelson Mandela Institute for Education and Rural Development’s Child-Friendly Schools for Africa project.
Money raised from the Soft Toys Campaign goes to Schools for Africa projects, including initiatives in Mozambique so that 30,000 children in 50 schools will receive learning material, classroom furniture and improved quality of teaching and learning environments. Additionally, through teacher support and supervision, 300 teachers will be strengthened and developed. And at least 80% of children aged 10 to 14 in 150 primary schools in two targeted districts will have access to correct information and relevant skills to change attitudes and reduce the risk and vulnerability to HIV.
UNICEF is also an initiator of the oneminutesJr. network, an international, arts-based initiative that gives youths, especially those who are underprivileged or marginalised, the opportunity to have their voices heard. Available online, the one minute personal stories also air internationally. More than 2000 youngsters from 93 countries have taken part since its inception, including 20 children of the Chibuto District of Mozambique.
* 2008 Multiple Cluster Survey (MICS)
Leila Pakkala, Director of Private Fundraising and Partnerships, UNICEF:
"Every third child in Sub-Saharan Africa doesn’t get the chance to go to school, and poverty and discrimination are often the cause. With help from the Soft Toy campaign we can work towards also giving an education to the one third of children who are missing out."
* 2008 Multiple Cluster Survey (MICS)
Leila Pakkala, Director of Private Fundraising and Partnerships, UNICEF:
"Every third child in Sub-Saharan Africa doesn’t get the chance to go to school, and poverty and discrimination are often the cause. With help from the Soft Toy campaign we can work towards also giving an education to the one third of children who are missing out."
Helder’s dream of the future
One participant of the One Minute Junior project is 14-year-old Helder Pecho Cossa from the Chibuto District of Mozambique. In his film, Helder goes around town and to the market, capturing images of street children who sell goods instead of going to school to help support their families. With passion in his voice, he asks one boy who is selling clothes what his future is. The boy replies, ‘My future is to stay at the market and sell clothes.’
This is not the future Helder sees for himself, who says he wants to attend university and study law once he finishes school. His dream is to one day become the Minister of Justice. "I would like to provide justice for the poor and make sure their rights are protected,” he says. “I’m also very concerned about the protection of children who live in the streets, work as farmers or are sent to South Africa to work in the mines instead of going to school. I would like to help them because they have the right to an education."
One participant of the One Minute Junior project is 14-year-old Helder Pecho Cossa from the Chibuto District of Mozambique. In his film, Helder goes around town and to the market, capturing images of street children who sell goods instead of going to school to help support their families. With passion in his voice, he asks one boy who is selling clothes what his future is. The boy replies, ‘My future is to stay at the market and sell clothes.’
This is not the future Helder sees for himself, who says he wants to attend university and study law once he finishes school. His dream is to one day become the Minister of Justice. "I would like to provide justice for the poor and make sure their rights are protected,” he says. “I’m also very concerned about the protection of children who live in the streets, work as farmers or are sent to South Africa to work in the mines instead of going to school. I would like to help them because they have the right to an education."
Helder has two older sisters, ages 18 and 21, who are already married. His parents separated when he was little, so he lives with his mother who runs a small business selling bed sheets from Portugal. "If she is lucky, she sells one and with what she earns on the sale, she is able to buy food and pay for all our expenses," Helder says. His father is a carpenter who emigrated to South Africa. He supports Helder’s education and pays for his studies. "I started school when I was five years old, but then I got very ill, and my dad took me for treatment in South Africa and I missed out on school for a while," he says.
His time in South Africa might be why Helder cites his English teacher as the best thing about his school. One thing Helder doesn’t like about his school is the lack of computers. He says students want to learn how to use computers, but since there are no facilities at his school, they cannot learn unless their parents pay for a private course.
Helder Pecho Cossa, student and filmmaker:
"Studying and learning are very important to me. By going to school I will be able to become someone that can help others, and one day I will be able to build a nice house for my mother." Though he may not realize it now, through his participation in the One Minute Junior project and his film, Helder is already helping inspire others.
Play is fundamental
Letting children clown around with toys is more than just good fun. Play is a fundamental aspect of children’s development. "For IKEA, children are the most important people in the world," says Maria Elander of IKEA Children’s School at IKEA of Sweden. "Supporting them through their childhood with extensive knowledge and products that meet and promote their development is a true affair of the heart for us."
When creating products, IKEA collaborates with experts from many different fields of children’s development. That’s how we educate ourselves about things like safety — and how different ways of playing stimulate various kinds of learning. We’re concerned parents, too. That’s why our team is dedicated to making Children’s IKEA a line that sparks creativity, imagination, joy and education.
Letting children clown around with toys is more than just good fun. Play is a fundamental aspect of children’s development. "For IKEA, children are the most important people in the world," says Maria Elander of IKEA Children’s School at IKEA of Sweden. "Supporting them through their childhood with extensive knowledge and products that meet and promote their development is a true affair of the heart for us."
When creating products, IKEA collaborates with experts from many different fields of children’s development. That’s how we educate ourselves about things like safety — and how different ways of playing stimulate various kinds of learning. We’re concerned parents, too. That’s why our team is dedicated to making Children’s IKEA a line that sparks creativity, imagination, joy and education.
LEKA CIRKUS toys
Not only are all soft toys good at hugging, comforting, listening and playing, they encourage role play that helps children develop social skills. Even the littlest ones can grow with LEKA CIRKUS toys that teach children to grab, shake, build, interact, listen and more with different kinds of stimuli. Buying a soft toy for a loved one during the Soft Toy campaign gives twice: one child develops by playing with the soft toy while another child gets access to quality education. (And the soft toy gets love, too.) There’s a smile on every face.
With KLAPPAR CIRKUS, children can be the ringmaster of their very own soft and cuddly circus with clowns, horses, elephants, tigers, rabbits, monkeys, bears, musicians and more. There are soft toys, finger puppets, glove puppets, rattles, hats and more to spur their imaginations and learning possibilities!
With KLAPPAR CIRKUS, children can be the ringmaster of their very own soft and cuddly circus with clowns, horses, elephants, tigers, rabbits, monkeys, bears, musicians and more. There are soft toys, finger puppets, glove puppets, rattles, hats and more to spur their imaginations and learning possibilities!
100 million.
Estimated number of children the IKEA social projects in partnership with UNICEF, UNDP and Save the Children will have benefited by the end of 2015.
