Epson has launched its 2025 Back-to-School campaign with international pop icon Shakira as its brand ambassador for the Middle East, Türkiye, Africa, and Central & West Asia (META-CWA) region.
The campaign, unveiled this month, is designed to nurture creativity, imagination and collaboration among schoolchildren and educators. By linking the initiative with Epson’s EcoTank printers, the company aims to blend technology with extracurricular engagement.
Activities for young learners
Parents who purchase selected EcoTank printers will receive access to a variety of after-school activities. Families can choose up to four experiences in the Middle East, ranging from sports, arts and fitness to online tutoring and coding workshops.
The programme will be delivered in partnership with local and regional organisations. Epson has also introduced its “Creative Corner” online platform, offering printable resources for arts and crafts projects at home.
According to Epson, the initiative is aimed at combating the decline in creativity among children as they progress through traditional education systems. The company points to a NASA-commissioned study which found that 98% of children aged four to five demonstrated creative genius, but only 2% retained this ability in adulthood.
Shakira’s role
Shakira, a multi-Grammy-winning artist and UNICEF Goodwill Ambassador, was chosen for her global influence and commitment to education and philanthropy. Epson says she reflects the campaign’s mission to “embrace bold ideas and challenge convention”.
The singer has long been associated with youth development initiatives, notably through her Barefoot Foundation, which has funded schools and education projects in Colombia and beyond. Epson says her involvement underscores the shared belief in creativity as a driver for confidence, innovation and positive change.
“Like Epson, Shakira embodies the spirit of creativity and transformation,” the company said in a statement. “Her voice will amplify our message to millions of families across the META-CWA region.”
Timing and regions
The campaign runs from 10 August to 10 October across the Middle East. In Algeria, Egypt, Ivory Coast, Madagascar, Mauritius, Morocco and Tunisia, it will take place from 15 August to 15 October.
Only specific EcoTank printer models are eligible for the programme, which Epson says reflects its focus on sustainable, long-term technology solutions for education.
Broader commitment
The initiative builds on the success of last year’s Back-to-School campaign, which also linked printer purchases with learning activities. Epson describes this as part of its broader commitment to “empower classrooms and inspire students through interactive tools that foster both academic progress and creative exploration.”
By involving a global figure such as Shakira, the company is seeking to reach a wider audience while underlining the importance of imagination in preparing children for the future.
