As a way of marking the jubilee, Astrid Lindgren company and Save the Children created the global Pippi of Today campaign during 2020 and 2021 - a collaboration to use shared resources to raise awareness and raise money for Save the Children's work for girls who are refugees.
A range of companies around the world joined the international Pippi of Today campaign, which took place in the Nordic countries, USA, Great Britain, Germany, France, Spain, Italy, the Netherlands and Switzerland, among others. Lots of companies from Sweden and the rest of the world participated in the campaign, all of whom have chosen to get involved in raising money. Every last penny of the money raised during the Pippi of Today campaign went to Save the Children's work for girls who are refugees.
75 years ago, Pippi Longstocking, the world's strongest girl, arrived in a completely new city all on her own. Today, millions of girls are forced to leave their homes and move to new cities and new countries. Overcoming obstacles and finding the path to a brighter future requires strength, courage, and hope. The idea of the Pippi of Today campaign was for Astrid Lindgren Aktiebolag to support Save the Children's work to give these girls the opportunity for a future.