The LEGO Group and Ogilvy’s joint Green Instructions sustainability initiative has exceeded its targets by over 300%.
The Green Instructions were first taught online by a popular Polish personality and then went on to be picked up by teachers all over the country. At the moment, more than 700 schools across the country are participating in the Green Instructions initiative.
The campaign encourages young LEGO fans to rebuild their old LEGO sets into new structures, turning cars into bicycles, coal mines into windmills, and planes into trains. Other popular sets can also be rebuilt into waste recycling stations.
Not only do the new instructions encourage kids to reuse LEGO sets, but they also serve to educate them about real-life means of being more environmentally-conscious. The instructions are available to download online and the project has proved to be a roaring success.
“LEGO bricks are much more than toys,” said Ogilvy Poland’s Executive Creative Director Maciej Twardowski in a statement. “They shape generations, so we decided to use them literally as a language of communication with the younger generation in Poland. The Green Instructions teach through play about a very important topic that concerns the environment and will be even more relevant to this generation.”
Green Instructions is part of the LEGO Group’s plans to invest $400 million into sustainability projects. Their ongoing goals include making all packaging sustainable by 2025 and all products sustainable by 2030. Already, plans are in motion to replace plastic packaging with paper bags in LEGO sets.
Featured image: Ogilvy