In 2020, it was 75 years since the first Pippi Longstocking book was published. To mark the anniversary, The Astrid Lindgren Company and Save the Children launched the global Pippi of Today campaign, a collaborative effort to raise awareness of and funding for Save the Children's work for girls on the move. As several planned activities during the past year had to be cancelled as a result of the pandemic, the campaign will now be extended throughout 2021.
Many companies around the world have joined the international Pippi of Today campaign, which is active in the Nordic countries, the USA, the United Kingdom, Germany, France, Spain, Italy, the Netherlands, and Switzerland, among others. Many companies from Sweden and the rest of the world are participating in the campaign, and have pledged to support the effort to raise money. The entirety of the money raised during the Pippi of Today campaign goes directly to Save the Children's work for girls on the move.
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. With the Pippi of Today campaign, The Astrid Lindgren Company wants to support Save the Children's work to give these girls the opportunity for a better future.