Context was an essential part of our strategy. The IKEA feed is a social media space that people perceive as “violence free”, just like their homes. We decided to leverage this to show how cyberbullying can target us even when we think we are safe. In order to do this, we used one of the most common social media features in a new way: using a Graphic Content Filter to “unveil” an hidden kind of violence instead of hiding an explicit one. By this way, we turned a feature designed to protect into a feature to educate.

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.

Ikea wanted to generate awareness about Cyberbullying, because this kind of violence invades teenagers’ rooms through their devices.

In order to make IKEA’s audience more aware about this invisible violence, we hacked IKEA's social media turning teenagers’ rooms into “Sensitive Contents”.

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 just one day:

+12M impressions

+7.4M online reach

Most talked about brand during National Day Against Cyberbullying

The highest spike of conversation about cyberbullying for the last 2 years in Italy

All this with ZERO PAID MEDIA