The globally known international home products retailer IKEA is sure that just $1 can make the life of children better and be enough to start introducing positive changes on a global scale. The social campaign “One dollar is a fortune” was started in 2003 and is aiming at raising money for improvement of children’s education all round the world. To support the project the retailer devised the singing activity Soft Toy Said featuring cute soft toys.
Every year IKEA re-launches the campaign, and the latest one was rolling out in November and December 2009. IKEA Social Initiative invited people to take part in the movement by joining the choir at the site and buying a soft toy – one dollar from the money you pay for it will be donated to UNICEF and Save the Children education projects. Visitor can sing the inspirational song with the rest of the participants and even add their version to the choir if they want — they pick out one image from the range of soft toys and join in.
So far IKEA Social Initiative has donated $16.7 euro, supporting 40 projects in more than 20 countries, helping to improve the quality of education for millions of kids.