IKEA - “Broken Homes”

A simple idea for a complex and challenging problem. We wanted to use the IKEA showrooms as a medium to raise awareness that 1 in 4 women and 1 in 7 men are victims of domestic abuse in the US. Since IKEA's whole approach is creating the "perfect" kitchen, bedroom, or living room, we thought it would be a powerful concept for an OOH print campaign. The print execution would involve a common household item sold by IKEA that has been destroyed. The item would include the name of a domestic abuse victim, information to learn more about the issue, and links to donate to the UN Women's Foundation. We would also execute this concept in IKEA's physical stores, where we would add a 'price tag' with the same information mentioned earlier.