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Ikea brings back CSR programme

Ikea Foundation has launched its annual “Soft Toys for Education” campaign to raise funds for education for children across Africa, Asia and Europe.

Last year, Ikea Foundation raised RM49.9million for UNICEF and Save the Children that benefit children by realising the Child-Friendly School (CFS) model which promotes inclusiveness, gender-sensitivity, tolerance, dignity and personal empowerment.

This year, Ikea has created animal stuffed toys, such as owl hand puppets, teddy bears and hedgehog squeaky toys, to promote education and awareness of nature.

“When you buy a stuffed toy from IKEA, you are also contributing to a good cause at the same time,” said Yeong Tze Kuen, deputy regional marketing manager of Ikano Retail Asia.

The campaign is promoted via print ads, Ikea Malaysia Facebook page, brochures, in-store materials and Ikea Family membership newsletters.

For this local campaign, PHD is the media agency, Leo Burnett Singapore is the digital agency while Text100 manages the PR.

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