The team at IKEA pays attention to the various home environments and acknowledges that some may not be ideal with the This is Not a Home campaign. The Australian branch hs created showrooms that offer a sense of awareness and reality check to bring attention to homelessness fueled by issues of domestic and family violence.
This is part of a project done alongside Save the Children Australia. Guests wander through the store and encounter striking scenes that are much less than ideal. This includes a car as a living space that meets visitors right at the entrance with another in the form of a sofa in one of the store's signature room set ups used as a makeshift bed.
Domestic Awareness Campaigns
IKEA Australia Presents the This is Not a Home Campaign
Trend Themes
1. Experiential Marketing - Campaigns utilizing realistic showrooms create deeply personal connections and promote social awareness.
2. Social Impact Campaigns - Businesses collaborating with non-profits to highlight pressing societal issues foster community engagement and social responsibility.
3. In-store Awareness Installations - Retail spaces transformed into immersive social issue exhibits offer powerful emotional experiences for customers.
Industry Implications
1. Retail - Home goods retailers are leveraging their space to educate the public on critical social issues while enhancing customer engagement.
2. Non-profit - Organizations focused on societal well-being are partnering with commercial brands to amplify their message and reach wider audiences.
3. Interior Design - Design experts are crafting impactful environments that simulate real-life struggles, providing an emotive experience through visual storytelling.