We closed one of the IKEA's rooms with a wall and we placed inside it a special amplifier that spread the sound of real domestic violence stories provided by Telefono Donna. "The Room" was an in-store ambient media that gets IKEA customers to stop their in-store journey and live a touching experience, like they were neighbors of a domestic violence victim. A message on the wall said "Violence is closer than you think, sometimes there's just a wall between you and it.". A call to action invited customers to support and discover Telefono Donna.

Implementation: A week before 25th November we create the media art, we filmed the reaction of the customers involved and we shared the video. The media art consisted of a wall created to close a room of the IKEA store. Inside it, special speakers played the audio recordings that recreated the true stories of domestic violence told by the their victims to Telefono Donna. Meanwhile, at scheduled times, we set several theatrical performances of real domestic violence stories offering a direct number for a psychological support to the people involved.

Media channels and integration: A room for each of the 23 Italian IKEA stores became a free media space

Timeline: 20th of November: media art on air and social video publishing. From 20th to 25th of November: media art and theatrical performances in 23 stores. Digital influencer activation. 25th of November: PR events.

Scale: 30 square meters X 23 store.

62 million people reached

2,3 million views online

90k social interactions

237 media mentions

6k customers engaged

Thanks to the campaign's responses IKEA has been invited to talk at the official press conference organized by the Italian Parliament to announce the new social policies of the government against violence on women. In that circumstance "The room" has been showed as a best practice of a brand's commitment to a social cause.