Insight:
When visiting IKEA, the brand tries to
create an at-home environment by showing real-world examples of how the customers' houses could be designed. But there are a lot of realities where the feeling 'at home' can be surrounded by violence.
Background:
1 in 4 women and 1 in 7 men have been victims of severe physical violence (e.g. beating, burning, strangling) by an intimate partner in their lifetime.
Idea/Execution:
Ikea would create a “broken home” line of products, where all the broken products are on display, and each one has a name of a victim of domestic violence. This way, people can put a name to the person who suffered and feels curious enough to look it up and be more conscious about what happened to that person—raising awareness of the actual reality of domestic abuse worldwide.
