Introduction
In 2020, Lego, in collaboration with Ogilvy, launched the innovative Lego Green Instructions campaign in Poland. This initiative aimed to address the lack of environmental education in schools and encourage school children to think about sustainability and the environment. The campaign provided a creative twist on traditional Lego building by offering green instructions that led to the creation of more sustainable alternatives to traditional Lego builds.
image: Contagious
Lego Green Instructions:
The Lego Green Instructions campaign provided instructions for building sustainable alternatives to traditional Lego models. For example, the instructions included building planes that could be transformed into electric trains, cars that could be converted into bicycles or scooters, and coal mines that could be reimagined as electricity-generating windmills. Each set of green instructions also included facts about how the original item impacts the environment compared to the more eco-friendly option, educating young people about climate change while they built and played.
Impact of the Campaign:
The Lego Green Instructions campaign quickly gained traction, garnering over 2 million impressions within two weeks of its launch. Additionally, 723 schools across Poland downloaded the campaign’s video lessons to educate students about climate change. This initiative marked a significant milestone in promoting climate education within the country, reaching a wide audience and impacting educational institutions at a national level.
Creative Inspiration: Building Eco-Friendly Brick Creations
The LEGO Green Instructions campaign not only aimed to educate and raise awareness about environmental issues, but it also sparked creativity and innovation in the world of Lego building. Here are some creative ideas to inspire builders of all ages to use the campaign’s objectives to create eco-friendly Lego builds:
- Renewable Energy Park: Construct a miniature park featuring windmills, solar panels, and hydroelectric dams.
- Eco-Friendly Cityscape: Design a futuristic cityscape using Lego bricks, emphasizing eco-friendly infrastructure such as bike lanes, electric public transportation, green rooftops, and recycling facilities.
- Wildlife Conservation Habitat: Create a Lego habitat for endangered species, incorporating elements such as protected nesting areas, wildlife corridors, and sustainable forestry practices.
- Upcycled Creations: Repurpose existing Lego sets or pieces to design new creations.
- Environmental Awareness Diorama: Construct a diorama depicting environmental scenarios, such as deforestation, pollution, or conservation efforts.
Lego’s Broader Environmental Initiatives:
Lego has demonstrated its commitment to the environment by pledging to make all of its bricks from sustainable sources by 2030 and using renewable or recycled materials for all its packaging by 2025. The company has also taken steps to reduce its CO2 impact by using 100% solar and wind energy. The Green Instructions campaign was another step in the right direction, drawing attention to everything that the brand is doing behind the scenes to become an eco-friendly corporation.
The LEGO Build the Change Program:
The LEGO company’s broader Build the Change program encourages young builders to problem-solve real-world issues with Lego bricks to bring their visions for a better future to life. The program also offers free educator courses on climate change, biodiversity, circular economy, and human impact, aligning with the mission to inspire builders of all ages to be creative and environmentally conscious.
Conclusion
The Lego Green Instructions campaign in Poland showed Lego’s commitment to inspiring creativity while promoting environmental awareness. By providing green instructions and educational materials, Lego took a proactive approach to engage young builders in sustainable practices and climate education. This initiative aligns with the mission of Snap Toy Bricks to inspire builders of all ages to be creative and build a better world.
