Having been around Cairo for almost six years, with its wide range of well-thought designed furniture and home accessories, IKEA Egypt is a household name. The brand has taken part in many social initiatives that tackle environmental issues. One of them is the sustainability awareness campaign; adopted by ‘Let’s Play’ campaign this year. Each year, ‘Let’s Play’ adopts a theme that targets engaging all kinds of audience, to spread the knowledge as widely as possible.
This year’s edition of the campaign is mainly targeting the younger generation with a simple yet profound theme; recycling. It took the shape of an interactive, educational competition that involved more than 600 children from various age groups.
The competition, which took place at October City’s Ethos International School from the 17th of November to the 4th of December, allowed the students to go wild with their imagination and create a useful project that is made of recyclable items.
After three weeks, the students’ creations went on display in an exhibition that was attended by Taimour Othman, who conducted a workshop about the importance of making eco-friendly choices in their daily lives. ‘Let’s Play’ also addressed teachers and parents with a diversity of workshops, to reinforce the impact of the competition, which included fun, games, and education as well.
IKEA Family Manager, Doaa Hashim, states “We aim to educate our children around the fact that there are diverse methods of playing, rather than being imprisoned in technology. It is also important to highlight to children that, in order to have a good space to play, we need to help improve our environment through recycling.”
IKEA Egypt’s series of initiatives are part of IKEA’s sustainability strategy, which, launched in 2012, aims to transform industrial and household environmental values.