1 out of 4 teenagers in Italy has been victim of cyberbullying, a form of violence that happens even inside homes, but it’s still under-rated by the media and society in Italy.

For the National Day Against Cyberbullying, IKEA wanted to increase awareness about cyberbullying. Our strategy was to generate awareness about this problem showing the fact that home is not a safe place anymore, because cyberbullying is a kind of bullying that invades teenagers’ rooms through their smartphones.

We leveraged one of the most common behaviors on the web: tapping the Graphic Contents Filter on Instagram posts. We hacked IKEA’s social media by applying the Graphic Contents Filter to our teenagers’ rooms. By tapping the filter, a normal room was revealed, exposing people to the invisible violence inside. Each blurred post told a real story of a victim. The same experience was replicated in-store, exposing IKEA’s customers to a victim’s real words. We inspired teenagers to actively take a stand, using special Instagram stickers to turn their rooms into special media to spread our message.

In only one day and with 0 media investment, we achieved an online reach of 7,4M and 12M impressions, becoming the most mentioned brand during National Day Against Cyberbullying and reaching the highest spike of conversation about cyberbullying in the last 2 years in Italy, according to Google Trend.