IKEA: Don’t Sleep On It

Tahaab Rais, Anna Sadykova

IKEA, a flat-pack furniture company, increased breast cancer examinations in Saudi Arabia by redesigning their Kransborre cushion to resemble a breast, acting as a daily reminder to self-check.

Campaign details

Brand: IKEA Brand owner: IKEA Entrant company: Leo BurnettIdea creation: Leo Burnett Riyadh Market: Saudi Arabia Sector: Furniture & furnishings retail Media channels: Point-of-purchase, In-store, Public relations, Online video, Social media, Word of mouth, Influencers, KOLs, Packaging & design, Content marketingBudget: Up to 500k

Executive summary

During Breast Cancer Awareness Month, many brands and NGOs encourage check-ups. One month a year, however, is not enough to stop a disease that can manifest at any time. Checking oneself for signs of breast cancer...

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