We were asked to celebrate the International Day Against Homophobia:

a day strongly linked to IKEA’s values of diversity & inclusion, and an occasion to strengthen the brand’s mission to create a better everyday life for the many people, inside and outside the house. Because home, for IKEA, goes beyond the four walls.

However, in Italy, the LGBT+ community can’t feel at home everywhere.

Here, even today, lots of LGBT+ people become victims of discriminatory words and actions whenever they share the simplest gestures of affection in public, and the Italian homophobic expression “do it at your home” is a tangible proof of this problem.

In order to reclaim the right of the LGBT+ community to feel at home everywhere, on May 17, we give “do it at your home” a new meaning, turning this Italian homophobic expression into an inclusive call to action by IKEA:

“Do it at your home. Because home is wherever you are.”

A week before the International Day Against Homophobia, we brought nine LGBT+ people back to the places where they were offended with the expression ”do it at your home”, and we had them share the affection they couldn’t express before, right there. Because even there, they should feel home.

We collected the stories of our protagonists in a video that, on May 17, spread our message on Instagram, Facebook, YouTube, Twitter and LinkedIn.

Then, through our social media channels, we invited everyone to join us, sharing their love everywhere and using the expression “do it at your home” in a brand new way.

Thousands of couples answered our call, and “do it at your home” gained new meaning.

Total Reach 21M

1 Italian out of 3 heard about our campaign

Most shared IKEA Italia campaign ever

#doitatyourhome trending topic on Twitter