IKEA: Paternity Leave

IKEA, a furniture brand, released a set of voting instructions in the brand's typical style in the run up to a referendum on paternity leave in Switzerland.

Initial situation and challenge

On September 27, 2020, Swiss voters went to the polls to vote on whether to guarantee two weeks of paternity leave. The bill was opposed in conservative circles and by some business leaders. In the run-up to the vote, IKEA...