IKEA Captures Real, Dire Living Conditions Of Domestic Abuse Victims

Image via IKEA Australia

IKEA acknowledges that life at home may not always be ideal. In June, the furnishing giant’s Australian arm took to its manicured showrooms to offer a sobering reality check shedding light on homelessness driven by domestic and family violence, as part of a poignant project with Save the Children Australia.

As customers in Tempe, Sydney, wandered through the store’s familiar maze of furniture and home goods, they encountered startling scenes that broke the illusion of cozy domesticity.

A car doubling as a living space greeted shoppers at the entrance. Further along, a sofa in one of IKEA’s signature room setups bore signs of being used as a makeshift bed. Even the restaurant wasn’t spared, featuring a tent that symbolized makeshift shelter, not camping.

Image via IKEA Australia

These installations represented the harsh realities faced by over 120,000 Australians who find themselves without proper housing each night. The campaign, entitled This is Not a Home, aimed to bring “hidden homelessness out of the shadows,” confronting shoppers with the uncomfortable truth that for many, home is wherever they can find shelter—be it a car, a tent, or a friend’s couch.

Image via IKEA Australia

IKEA and Save the Children have worked together to support survivors of domestic and family violence, offering financial assistance, design expertise, and home furnishings for refuge accommodations. Customers were invited to join the cause by making donations during their IKEA shopping trips, with funds going towards long-term support for survivors.

The urgency of this issue is underscored by alarming statistics. Mirja Viinanen, CEO of IKEA Australia, pointed out that more than one in four Australian women have experienced domestic and family violence, with one in three children experiencing it before age 10. These numbers are exacerbated by a shortage of crisis, transitional, and long-term housing for survivors and their families.

Mat Tinkler, CEO of Save the Children Australia, emphasized that each scene in the Tempe store was informed by real experiences of women and children who have escaped their homes as a result of domestic abuse. 

“This campaign has allowed us to shine a light on women and children’s experiences and the importance of providing support services that reflect the needs of a child,” shared Tinkler. “Each scene created in the Tempe store activation is informed by a collection of experiences of women and children who have fled a violent home and were supported by Save the Children on the journey to safety and recovery.”

[via Good Ads Matter, Campaign Brief, Famous Campaigns, images via IKEA Australia]