Sir Roger Moore launches UNICEF-IKEA initiative

Article taken from UNICEF (UK)

UNICEF Goodwill Ambassador Sir Roger Moore has officially launched UNICEF and IKEA's new fundraising initiative for children affected by conflict in Africa. He was joined at the launch in London by Marianne Barner, Communication Manager and Children's Ombudsman for IKEA worldwide and David Bull, Executive Director UNICEF UK, to support an initiative, which aims to raise Ł2 million through sales of the soft toy BRUM Bear in IKEA stores to help children affected by armed conflicts in Angola and Uganda.

"This is a brilliant initiative," said Sir Roger Moore. "By buying the toy Brum Bear you can help give children back their childhood. Many children in Angola and Uganda are still missing out on their right to play in a safe environment. IKEA is setting new standards in corporate responsibility and further increasing its support to protect children's rights with this campaign."

Angola and Uganda are two of the worst places for children to grow up, with war and conflict depriving millions of children of their basic rights.

IKEA supports UNICEF in the belief that every child has the right to playtime in a safe environment, something millions of children are deprived of due to conflict, disease and exploitation. IKEA has supported UNICEF programmes around the world for more than ten years, including recent contributions to support immunisation and child protection programmes in Northern India.

In Angola, the new IKEA initiative will help 80, 000 children through a non-formal education effort with the main focus being on learning by playing. The IKEA funds will also support play-based programmes in Uganda for at-risk teenagers to strengthen the awareness about the threat of HIV/AIDS.

"IKEA concentrates its corporate contributions on a few selected causes and focuses on being in the best interests of the child. The BRUM Bear initiative has and continues to be of great success with our stores, co-workers and customers worldwide and we are delighted that Sir Roger Moore is able to join us today to show his support," said Marianne Barner, Communication Manager and Children's Ombudsman IKEA.

BRUM Bear, on sale since August 2003, is available in all IKEA stores in 22 countries worldwide. For each BRUM Bear brought (Ł5.00) UNICEF will receive Ł1.50 to support projects in Uganda and Angola.

The UK is the third top selling country of BRUM Bear with an outstanding 9.8% of worldwide sales.

BRUM Bear sales from all 22 Countries currently stands at Ł149,421 raised for UNICEF already!

If sales continue for the following ten months IKEA is set to raise over Ł2 million

Sir Roger Moore will also be thanking the IKEA UK store sales team who sold the most BRUM Bear's during September 2003 and participate in a national photo call.

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