IKEA’s MISSION FOR HAPPY HOMES

As a leading home furnishing brand, IKEA is present in almost all spaces and homes in Europe. For years IKEA’s mission has been to create a better everyday life for the many. It firmly believes home should be a safe place for everyone.

2020 locked us up all at home – and for many, home became a much less idyllic place to be. Besides all the obvious impact on our lives, there were others not so visible. Before the pandemic, one in three women in Czechia, Slovakia and Hungary have experienced some form of domestic abuse.

With the lockdown, this number even increased – yet the legislative system in our region acts as if the problem does not exist. There are outrageously low punishments for the perpetrators, and zero education about the issue in law enforcement bodies and even the healthcare system.

Victims say, fear can be worse than bruises. That's why we launched #FORSAFEHOME project together with NGOs to prove domestic violence is a real thing, even if it is not always visible.

Our game plan to win was as follows:

1) First, we made domestic abuse VISIBLE

The centerpiece of the entire campaign was a shivering spot called “Ghost” showing that domestic abuse is real even if it’s not always visible. It was designed as a short “horror” movie with strong focus on emotions and feelings of the victim so that the viewer could literally “step into their shoes”, which made the creative hard to ignore. The video went viral. Suddenly, the message was discussed not only in local media, but all over the world. And that was only the beginning.

2) We made victims’ fear APPARENT

In IKEA stores, a special interactive wall was installed where visitors could experience how the victims feel, which was also shown around shopping areas with the use of mirrors. Audio spots based on stories of real victims were put on Spotify and radio. Our social media channels boasted content showcasing the fear of victims’ tailor-made to the platform.

3) We made the topic DISCUSSED

To help us start the discussion online and offline, we also partnered up with 40 influencers including the former First Lady, the wife of Vaclav Havel. We also managed to share the campaign weeks before launch in advance with IKEA leaders and our own coworkers and asked them to get actively involved.

The campaign proved that brands should give back to society and advertise with a purpose embedded in their DNA – as they can achieve things that are otherwise locked away. After more than 20 years of efforts with no positive outcome, the law regarding status of victims was changed with the power of #FORSAFEHOME movement. With all the public discussion raised, the authorities could not simply turn a blind eye to domestic violence anymore. The power of the insight activated public (2x more calls, 4x NGO website visits, + 500% Google Search), businesses, public figures and traveled to 20+ countries.