For the campaign we have chosen to convey the message through an innovative media, an iconic product for the IKEA brand: wardrobes. Inside of all the Italian stores, the closets - usually an ordinary product displayed in the aisles - became dramatic symbols of shelter from domestic violence, thus a mean to make people aware of the issue. By revealing SÄKERHET inside, the wardrobes were the unexpected and attentiongrabbing starting point for a campaign that then landed on all the other IKEA channels.

Lately, Italy has been strongly reprimanded by the UN for its weak involvement in combating violence against women.

The draft law A.S.2530 would be a concrete solution to protect women and assure the persecution of violent partners, but it’s still pending since February 2022. Therefore, women still have to find other ways to protect themselves: among them, the furniture of their own homes - like closets - that often become the first form of shelter.

IKEA wanted to highlight the need to promote the passing of the law, as the only mean of safety for women. Being IKEA one of the most attended places by couples, we used stores and the wardrobes themselves as the main campaign media, disrupting an ordinary moment of purchase and turning it into an opportunity of awareness.

Domestic violence is still a widespread problem in Italian society, but the protection

offered to women by the institutions is not sufficient to guarantee their safety and the

rightful condemnation of the aggressors. Most feminicides, in fact, occur as a result of reports that remained unheard or due to the lack of prosecution of violent partners.

Despite the law proposals advanced over the years, large legislative gaps have always emerged which have precluded the victims from receiving the right protection from the State.

In Italy 9 out of 10 women don’t report domestic violence, fearing not to be supported by the institutions. On November 25th 2022, the International Day for the Elimination of Violence Against Women, we launched SÄKERHET, a wardrobe specific lock designed to close yourself from the inside, saving women from domestic violence. After presenting it with a classic ominichannel launch, as any new IKEA product, we sparked some confusion among the public opinion, only to reveal afterwards the sad truth: if you are a woman in Italy, a lock can protect you more than the law. Thus, we highlighted the urgency to approve the pending law.

IKEA has always been synonymous with home, a place to associate with an idea of

safety. Yet in Italy about 93% of domestic violence takes place inside home. Though, for most of the victims, staying in a situation of domestic danger is safer than asking for help from the Institutions. That’s why our strategy was based on disrupting the positive perception of ‘life at home’ connected to the brand, starting from its most powerful touchpoint: the store. We aimed to capture the attention of a broad target (18+) who could act as an active spokesperson for the problem. The campaign took place in all 21 IKEA Italy stores and all channels, with the support of influencers and a strong PR amplification. We didn't stop at the many individuals, reaching those in power to really make a change, by sending SÄKERHET to over 90 politicians, up to Prime Minister Giorgia Meloni.

On the International Day for the Elimination of Violence Against Women, IKEA launched SÄKERHET, a wardrobe specific lock designed to shut yourself from the inside. A brandnew product with a strong provocative nature and an even stronger message: if you are a woman in Italy, a lock can protect you more than the law. SÄKERHET was launched with an omnichannel approach, just like any new IKEA product, with a special focus on the instore display, where the wardrobes became the outstanding media to let the customers face the disturbing reality firsthand. The campaign took place in all 21 IKEA Italy stores and channels, with the support of the influencers, to spread the message to the widest audience. Our approach didn't stop at our customers, but we reached those who have the power to make a change, by sending SÄKERHET to over 90 politicians, up to Prime Minister Giorgia Meloni.

SÄKERHET caught the attention of all customers who visited IKEA stores across Italy, achieving a national scale impact. We brought our campaign to 21 Italian IKEA stores and triggered a great conversation by reporting more than 50M total reach. Plus, on social media, the campaign was overwhelmed with supporting and enthusiastic comments and reactions, recording a 100% positive sentiment. Furthermore, SÄKERHET reached the Italian Parliament involving almost 100 politicians - up to the Minister for Equal Opportunities and the Italian Prime Minister Giorgia Meloni -, and IKEA got invited to bring its message to the Capitoline Hill. But the most important result is that in February 2023, the Senate instituted a board of inquiry for femicide and gender-based violence.

IKEA has always looked for solutions to make us feel at home, but for many women in Italy "feeling at home" does not mean feeling safe. Domestic violence is a terrible

problem that undermines the concept of home according to IKEA values: a place to feel safe, not from which seeking refuge. SÄKERHET then became a dramatic symbol of the disturbing meaning of "home" for many Italian women. Furthermore, the brand has always been at the forefront of gender equality, siding in favor of women's rights with concrete initiatives. With SÄKERHET, IKEA has once again chosen to give women a voice, shedding light on the need for an effective law that protects victims of violence and condemns their abusive partners.