SKAG - Τh. C. SKAGIAS S.A.

The initiative aims to meaningfully raise awareness and actively engage the younger generation on issues of sustainability and environmental protection, leveraging art and creative expression as tools for education and participation. At the same time, tangible environmental actions—such as tree planting and educational campaigns—are implemented to strengthen individuals’ connection with the natural environment and foster a sense of collective responsibility.

The initiative targets young people aged 13 to 23, educational institutions across all levels (primary schools, middle schools, high schools, universities), as well as the broader public with environmental awareness.

The initiative took place from September 2023 to January 2024, encompassing both the competition and the environmental activities. The production and release of the limited-edition notebook series followed in 2024.

SKAG’s innovative campaign, “UN-COVER THE FUTURE… FOR A GOOD CAUSE,” stands as a unique example where creative expression meets environmental responsibility. Through a digital contest, young creators—students aged 13 to 23—were invited to capture their vision of the future by designing thematic notebook covers that reflect the values, concerns, and aspirations of their generation.

Each submission was not merely an artistic proposal but also an act of environmental contribution: in collaboration with the environmental organization We4All, SKAG transformed creative participation into tangible environmental actions. Tree-planting events and educational programs were carried out in six schools across Greece (Athens, Nea Smyrni, Heraklion Crete), engaging hundreds of students in experiential learning about sustainability.

The initiative culminated in the production of the collectible SKAG UN-COVER THE FUTURE notebook series, based on the five winning designs of the contest— a concrete outcome that blends art with social and environmental impact.

The innovation of this campaign lies in the harmonious integration of creative expression, corporate social responsibility, and sustainable development, offering inspiration, engagement, and meaningful benefits to local communities and the environment.

In collaboration with the environmental organization We4All, SKAG employees actively contributed to the design, organization, and implementation of environmental awareness and tree-planting activities at six schools across Greece (Athens, Nea Smyrni, Heraklion Crete). With hands-on involvement and a strong sense of social commitment, they participated both in the preparation of the actions and in raising students’ awareness, enhancing the educational impact of the initiative and effectively conveying messages of sustainability and environmental responsibility.

SKAG employees, in collaboration with We4All representatives, played a key role in the design, organization, and on-site implementation of awareness and tree-planting activities at the school units. With active physical presence and a spirit of contribution, they were deeply involved both in preparing the venues and in raising student awareness, reinforcing the message of environmental consciousness and social responsibility that underpins the initiative.

Educational institutions located in Athens (Psychiko, Nea Smyrni, and the city center) and Heraklion, Crete.

The SKAG competition served as a dynamic channel of engagement and expression for young people aged 13 to 23, offering them a meaningful space for creativity, freedom of speech, and artistic exploration. At the same time, it activated a broader social network by encouraging the participation of parents, who actively supported their children, thereby strengthening family bonds through creative involvement and joint exploration.

Throughout the competition, a steady and robust flow of entries was observed, with new submissions arriving daily, highlighting the high level of interest and genuine engagement of the audience. The campaign became an open channel of dialogue and communication between SKAG and the participants, with dozens of questions and comments recorded daily. These inquiries concerned the process, technical specifications, evaluation criteria, and results, demonstrating that the audience was not passively participating but actively seeking ways to connect with the philosophy of the competition.

The response from the public was impressive: more than 109,000 unique users visited SKAG’s specially designed microsite, and a total of 241 submissions were received, of which 172 were deemed valid. These figures confirm the competition’s dynamism and its ability to meaningfully activate the youth community, transforming digital interaction into creative output.

It is also noteworthy that 30 submissions came through collaborating bookstores, which acted as hubs of dissemination and information within local communities, enhancing the physical presence of the initiative. The remaining 142 entries were submitted online, underscoring the importance and power of the digital environment for this age group.

The competition’s impact extended beyond creative expression to include significant social and environmental outcomes. The five winning entries were artistically utilized and published as thematic notebooks in the SKAG UN-COVER THE FUTURE collectible series, amplifying the voice and aesthetic of the new generation and promoting contemporary values and social awareness.

With a strong sense of social responsibility and within the framework of sustainable development, SKAG partnered with the organization We4All to ensure that every contest entry translated into practical environmental contribution. Specifically, the submissions directly supported tree-planting initiatives in schools across the country and environmental education for students, turning the young participants’ creative efforts into a real, positive impact on society and the environment.

As a result, six tree-planting events were held in school units in Athens, Nea Smyrni, and Heraklion Crete, involving students and educators, along with environmental awareness and experiential education activities attended by hundreds of students. In this way, the competition expanded beyond the limits of creative expression, becoming a multifaceted tool of social impact that fostered environmental consciousness and promoted active youth participation in shaping a better future.

The SKAG competition initiative «UN-COVER THE FUTURE» delivered multifaceted benefits, impacting social and environmental spheres as well as corporate empowerment, communication, and strategic partnerships.

Strengthening Social Role and Corporate Reputation
The initiative highlighted SKAG’s role as an organization that actively supports the younger generation by promoting self-expression, creativity, and social participation. By empowering youth, the company cultivated trust-based relationships with educational institutions and families, projecting a modern, socially conscious corporate identity.

Enhancing Digital Presence and Communication Reach
The initiative achieved high levels of digital engagement, with over 109,000 unique visitors to the microsite, fostering a vibrant community centered on creativity, sustainability, and youth expression. Increased interaction with the audience strengthened the company’s online presence and boosted brand loyalty.

Development of Collaborative Networks and Local Engagement
Activation of partner bookstores and local stakeholders bridged the initiative’s physical and digital dimensions. These local partnerships expanded the initiative’s reach within communities and reinforced trust between the company and local networks.

Tangible Environmental Impact and Sustainability
Linking each participation to environmental actions—such as tree planting and educational programs—added meaningful content and measurable positive impact to the concept of sustainability. SKAG demonstrated how corporate responsibility can translate into action, reinforcing its role as a responsible and environmentally conscious organization.

Innovation in Corporate Social Responsibility (CSR) Approach
The combination of art, youth engagement, and environmental action represents an innovative CSR model that strategically differentiates SKAG from competitors, showcasing a contemporary and authentic form of corporate intervention with a substantial impact.