• by Tanya Gazdik , December 14, 2010

Ikea, which bills itself as "the life improvement store," is offering $100,000 to one contest winner in order to allow them to pursue their passion to improve the lives of others.

The winner, to be announced Jan. 31, will be determined by a public vote through Jan. 17 at www.thelifeimprovementproject.com. The Sweden-based retailer will donate $1 to Save the Children's U.S. Programs for every vote received (up to $50,000).

Marketing for the contest includes print in O, the Oprah Magazine and digital media, as well as Ikea assets (IKEA-USA.com, Ikea Facebook and eNewsletters). There will also be a billboard in Times Square to promote the contest and drive votes.

Nearly 2,000 contest submissions were narrowed down to five finalists. In addition to the year-long sabbatical, the winner will also receive a three-day/two-night trip to a spa resort in Phoenix to participate in a one-hour life coaching session with O, The Oprah Magazine's life coach Martha Beck. The winner will be featured in advertorials in the magazine.

The public can also continue to follow the winner throughout the year as his/her project is chronicled on www.thelifeimprovementproject. com.

Ikea launched the contest as part of the company's "Life Improvement Project," an initiative designed to educate, inspire and empower people to improve their lives at home, as well as the lives of others in their community, says Christine Scoma Whitehawk, communications manager, Ikea North American Services, LLC.

"As a part of this launch, we created the contest, as we understand people have a desire to be a positive force within their community, but may not have the time or resources to do so," Whitehawk tells Marketing Daily> "This contest gives one person the chance to win support from Ikea so that they can achieve their goal to improve the life of others, and provide a better everyday life for those in their community."

Ikea has conducted contests in the past, but this one is unique as it focuses on advancing a project suggested by consumers to improve the lives of others in their community.

In addition to the contest, the national program consists of a series of free "Life Improvement" store seminars for consumers, hosted in Ikea stores across the U.S.

The Web site for voting includes info about upcoming seminars, as well as "manuals" to help visitors "assemble a better life." Topics covered include trying new things, building confidence, eco-friendly lighting, design for weight loss, get a good night's sleep, never stop learning, closet organization, reward exercise, save the honey bees and drink more water.

Also included in the program is the "Life Improvement Co-Worker Challenge," which will provide $10,000 each to support five winning community projects suggested by teams of Ikea employees nationwide. The winning community projects will be announced in late December.