Lego's Drive to Teach Polish Kids How to Be Eco-Friendly Beats Target by Over 300%

It's vital that to ensure a better future for the world, future generations understand the problems they will inherit. The climate crisis is the top priority. Top line Poland is known to have the worst air pollution in Europe, with over 75% of its energy being generated through coal. Recognizing this issue, toy manufacturer Lego Group has been working with Ogilvy Poland to up the ante on its sustainability credentials by releasing a set of repurposed building blocks and instructions to build sustainability alternatives. To date, more than 700 schools are participating in the initiative. Between the lines The "Green Instructions" initiative was created as part of Lego’s “Rebuild the World” campaign. With online instructions available for download, consumers can refashion their old Lego sets into new structures—cars into bicycles and scooters, coal mines into windmills, planes into trains—to provide a model for how the next generation may achieve a more eco-forward future. "Green Instructions" was first introduced just before the onset of the Covid-19 pandemic in February 2020 at the Warsaw National Stadium, presented in a kids’ Lego workshop led by a team of ecologists, futurologists and Adult Fans of Lego (AFOLs). The lessons were then made available online and widely taken advantage of during the global lockdown, as Lego saw a 19% profit increase last year alone—more time to play, and more time to learn, according to Ogilvy's statement. A Lego build instructions manual for an escooter “Lego bricks are much more than toys. They shape generations, so we decided to use them literally as a language of communication with the younger generation in Poland,” said Maciej Twardowski, Ogilvy Poland's executive creative director, in a statement. “The Green Instructions teaches through play about a very important topic that concerns the environment and will be even more relevant to this generation. Knowledge is always at the beginning of the impact we can have on our world.” The collaboration between Lego Group and Ogilvy puts sustainability and ecological betterment at the forefront. Lego made the pledge in September to invest $400 million across the next three years to hold itself accountable for efforts in regard to sustainability. Already, 100% of Lego's facilities rely on wind and solar power, 80 types of plant-based Lego bricks are made from sugar cane, and it is experimenting with recycled paper packaging, which is part of its aim to be carbon neutral by next year. Bottom line According to an Ogilvy spokesperson, more than 700 schools have downloaded the instructions since the launch, exceeded its targets by more than 300% and recorded a 100% positive reaction from more than 23,000 comments posted by parents, teachers and kids in response through social channels. Green Instructions, printed on recycled paper, can be found in all Polish Lego stores, while digital versions are downloadable online, and online lessons with the most popular Polish teacher are available for everyone. "Despite the government's public resistance to introducing this type of education into schools, 723 schools downloaded our lessons, creating widespread climate control education for the first time in Polish history," the spokesperson said. "Over 2 million impressions have been recorded in two weeks alone." Ogilvy has worked on other sustainability campaigns with companies such as Nestlé Nescau and its paper straw switch and a series of ads for French spring water company Vittel and its Natural Source of Vitality. Adweek’s Sustainability Stars: 17 Brand Leaders on a Mission to Help Our Planet