By: Islam Tawfik
Epson, a global technology leader, has launched its 2025 Back-to-School campaign featuring global superstar Shakira, the official brand ambassador for the META-CWA (Middle East, Türkiye, Africa, and Central & West Asia) region. The campaign is driven by Epson’s mission to nurture creativity, imagination, innovation, and collaboration among students and educators alike.
Building on the success off last year's initiative, the Back-to-School campaign offers a variety of after-school activities, both in-person and online, with the purchase of selected Epson EcoTank printers*. Students can participate in sports, arts, and fitness programs in person and much more, or register to attend online coding workshops, 1-on-1 tutoring in Math, English, Science, and other key school subjects. These extracurricular activities are designed to foster creative thinking and equip students with the skills needed for the future and will be hosted in partnership with various organisations across the META-CWA region.
Each qualifying EcoTank printer* purchase unlocks access to up to four activities in the Middle East, allowing families to choose from a wide range of online and offline experiences tailored to their child's interests. In addition, customers can access Epson’s Creative Corner; an online arts & crafts platform, designed to support creative endeavours with printable resources and activities.
A landmark NASA-commissioned study found that 98% of children aged 4 to 5 displayed creative genius – a figure that dropped to just 2% in adulthood. Experts point to standardised education systems, screen fatigue and AI overuse as contributing factors. This stark decline is what Epson aims to address through its campaign, encouraging active and imaginative exploration outside the classroom. The purpose is to equip children with the inspiration and tools to express themselves freely.
The collaboration with Shakira – a multi-Grammy-winning artist, philanthropist, and UNICEF Goodwill Ambassador – reflects Epson's shared belief in the power of creativity to inspire and transform. Like Epson, Shakira embraces bold ideas and challenges convention, making her a fitting ambassador to champion youth creativity, innovation, and confidence across the region.
Epson’s campaign reflects the company’s long-standing commitment to empowering classrooms and students with interactive tools and solutions that promote both academic learning and creative exploration. The 2025 campaign is applicable on select Epson EcoTank printer models only and will run from 10 August until 10 October in the Middle East. In Algeria, Egypt, Ivory Coast, Madagascar, Mauritius, Morocco, and Tunisia, it will run from 15 August until 15 October.
