IKEA: The ghost

IKEA, a furniture and homeware brand, increased awareness of domestic violence across the Czech Republic, Slovakia and Hungary by launching a short horror movie featuring a ghost to show that domestic abuse is there even if it's not always visible.


  1. Make Czechs, Slovaks and Hungarians aware of domestic violence
  2. Within a limited budget (significantly lower than IKEA commercial campaigns), reach at least 50 % of the public to raise awareness & decrease acceptance of domestic violence.

  3. Inspire victims to seek help
  4. Increase search queries, victim's help requests to NGOs.

  5. Positive change in region
  6. To create public demand and pressure on the legislative system and politicians to change the legislation in favour of victims.

Long-term objective: Make home a safe place for the many by 2022.

Summary of the work

IKEA's mission for happy homes

As a leading home...

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