CSR Awards 2015: Product Design/Redesign

Winner: Toys"R"Us Introduces Reusable Tote Bag Benefiting Save the Children

After nearly a decade of partnership, Toys“R”Us sought to expand its support of Save the Children, a global humanitarian organization that ensures the urgent needs of children are met in crisis situations, through an evergreen program designed to raise funds year round to help Save the Children prepare for future disasters in the United States. To do so, the company introduced an exclusive, 100% recyclable reusable tote bag showcasing a drawing from Save the Children’s archive of kids’ artwork.

With the sale of each bag, a portion of proceeds is donated directly to Save the Children’s Domestic Emergency Fund to further strengthen disaster preparedness programs and relief efforts in America. Through this commercial co-venture with a charitable organization, Toys“R”Us is offering customers a new way to help children and families during times of crisis. Additionally, Toys“R”Us leveraged this program to encourage disaster preparedness among families and provide important information to customers on how to best prepare for emergencies.

Media coverage from the announcement of the bag partnership garnered millions of impressions with stories running in publications including Examiner.com, ChildMode.com, The Toy Book and more, while the press release announcing the program was picked up by dozens of outlets. In addition, Save the Children’s Huffington Post article garnered more than 40 million media impressions.

Honorable Mention

  • TTNET - Engelsiz Tivibu (Accessible Tivibu)