Ikea: The Ghost

Adam Špina, Karolína Trávníčková

Home furnishing brand IKEA partnered with local NGOs and raised awareness of domestic violence in the Czech Republic, Hungary and Slovakia with a multichannel, hard-hitting campaign which sparked legislative change.

Campaign details

Brand: IKEABrand owner: IKEAEntrant company: Triad Advertising - Czech RepublicIdea creation: Dentsu PragueMarket: EuropeSector: RetailMedia channels: Radio & audio, Word of mouth, influencers, KOLs, Point-of-purchase, in-store, Online display, Social media, Online video Budget: Up to 500k

Executive summary

IKEA's mission has been for years to create a better home for the many. However, there is one severe, yet unrecognised, threat to happy homes in Czech Republic, Slovakia and Hungary – domestic violence.

Victims say fear can be worse than bruises. That's why we...

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