The One euro is a fortune campaign is one of the largest cause-related marketing campaigns in the world. The campaign has run since 2003 and focuses on children’s right to education. For every soft toy sold during the two months before Christmas, IKEA donates €1 to Save the Children and UNICEF.
IKEA Social Initiative 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 to question violence or injustice to which they are exposed.
"Children across the world all become excited by receiving a new toy – but these soft toys also have a symbolic value, as the purchase of a toy could have an impact on the lives of children in another part of the world, allowing them to go to school." says Charlotte Petri Gornitzka, Secretary General, International Save the Children Alliance.
By supporting education projects we can give future generations the knowledge they need to free their countries from poverty and violence.
"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 supporting projects that give children access to quality education is an important task of IKEA Social Initiative", Marianne Barner, IKEA Social Initiative.
Since the start in 2003, the 'One euro is a fortune campaign' has raised over 16.7 million Euros for UNICEF and Save the Children global programmes. A total of 50 programmes in more than 20 countries have received donations from the proceeds of this campaign.
After the earthquake in Pakistan 2005 many children were not able to go to school. Because of the 'One euro is a fortune campaign' it was possible for 450 children to continue their studies in safe, earthquake resistant schools. We also worked with communities to improve safety in schools for children in 1300 families.
In India many children are employed in domestic work and therefore don’t go to school. During 2007 and 2008, 4 000 children were reached directly by funds raised through this campaign. By working with decision-makers on the law system, 600 000 more children were reached through this project..
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.