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The IKEA Foundation

Photography, video production, writing and web development for IKEA Foundation’s annual campaign Let’s Play.


We produced Save the Children’s material for the IKEA annual campaign “Let’s Play for Change” in 2017 and 2018. The project involved photo and video production in Bangladesh and Ethiopia – in both rural and urban settings.

This collaboration began in 2015 when Unsaid developed an internal communications toolkit, used in over 20 of Save the Children’s member countries, and continued until the campaign ended.

Global campaign

IKEA and the IKEA Foundation worked with several partners in this campaign, raising money for projects supporting children’s right to play. The IKEA Foundation was Save the Children’s largest global partner at the time.

Unsaid aimed to gain as wide an audience as possible for Save the Children’s IKEA-funded work, via in-store material at IKEA stores, IKEA and Save the Children websites around the world, social media, and news outlets.

We produced 15 videos, hundreds of photographs and 12 case stories. Our videos were viewed over 250,000 times on Facebook in 2018 and contributed to an increased engagement in posted material compared to the year before.

videos from bangladesh.


Internal toolkit used in 20 countries

The toolkit provided images, video, social media posts and texts, designed to help Save the Children’s member organisations around the world to carry out communication activities and find new ways to engage audiences with IKEA locally during the campaign. Each Save the Children member organisation was asked to contribute to the “Let’s Play for Change” campaign through local initiatives as part of the partnership with the IKEA Foundation; the toolkit assisted them in doing this.

photographs from bangladesh.


“Mats and his team have consistently delivered outstanding material on tight deadlines. He was an invaluable partner when developing the communication strategy, case stories and toolkits.”

Suzanne Standfast, Global PR & Communications Manager
for the IKEA Foundation collaboration at Save the Children (2018)

videos from ethiopia.


other unsaid projects.