One in three women in Czechia, Slovakia and Hungary have experienced some form of domestic abuse, and during the pandemic, the number even increased.

IKEA’s mission is to create a better everyday life for all. That's why IKEA decided to act and started a partnership with local NGOs confronting this issue. By the end of 2022, IKEA wants to ensure that, for most people in the region, 'home' will be perceived as a safe place.

OBJECTIVES & BRIEF:

•To raise the perception of IKEA as a company with a positive impact on society and the environment

•To raise awareness regarding domestic abuse, to decrease the acceptance of domestic violence in society

•To create public debate and to pressure the political system to change the legislation in favor of victims by creating a strong coalition between the corporate world and legislators

•To effect a positive change in the region

The role of women in society is irreplaceable. This was also pointed out by the ongoing coronavirus crisis, which has multiplied the day-to-day challenges facing women. Reconciling work and family life, labor market insecurity and the growing incidence of violence against women are serious and long-standing issues that are closely linked to the issue of equality between women and men.

Domestic violence in CZSKHU region in numbers

• 47% women have experienced some form of psychological abuse (FRA research)

• 21% women have experienced physical or sexual abuse (FRA research)

• 40% victims of domestic violence decided to seek help during the first wave of the pandemic

The system in our region acts as if the problem doesn’t exist. There are outrageously low penalties for domestic abusers, an absolute lack of support systems for the victims, and zero education about the issue in law enforcement bodies and the healthcare system.

A woman alone in a house is terrorized by an invisible malevolent force – glassware mysteriously smashes on the floor, creaky doors slam shut, objects are hurled at her, her wallet is empty while shopping…

Domestic violence victims say that the constant fear and psychological abuse is much worse than the injuries. Moreover, showing the bruises and other marks of domestic violence in campaigns appear not to work anymore.

Horror tropes were employed across media for audiences to understand that living with a bully is like living in a house of horrors. This is because “domestic abuse is real, even if it’s not visible”.

The idea probes the veneer of a seemingly perfect household dripping with sleek Scandinavian style in order to reveal the reality of living in fear at home. A woman’s unseen aggressor turns out to be a less spiritual, but no less sinister being – her partner.

Research from NGOs during the coronavirus pandemic indicated that more and more people do not perceive home as a safe place.

The domestic abuse issue is complex, and our challenge was to identify where to start and what would have immediate impact. We organized a roundtable with the NGOs, who help the victims, along with our creative teams and a film director. We identified this insight: For the victims, the constant fear is usually even worse than the actual wounds and injuries. That’s why we decided to focus on the psychological abuse instead of physical violence.

Fear and goosebumps were what we decided to convey in all parts of the communication. Besides the strong creative and filmic approach, we used the power of the IKEA brand and also the power of mainstream media to start a discussion and a movement that could not be ignored.

Based on the insight, we launched a 90s spot showing that domestic abuse is real even if it’s not always visible. It premiered in prime time in full length, and during the next 2 weeks, only shorter cuts were aired on TV. Simultaneously, the video was aired and widely shared online.

We used the same message on the radio and on Spotify. In IKEA stores, a special interactive wall was installed where visitors could experience how the victims feel, which was also shown around shopping areas with the use of mirrors. Besides creating tailor-made social media content inspired by horror, we also worked with respected influencers including the former First Lady, Dagmar Havlová, IKEA leaders, and our own coworkers.

All of the assets included link to a landing page where information regarding the issue could be found among contacts of the NGOs who help the victims.

With a strong 360 degree communication, we reached 50-70 % of the population in all three countries (Czechia, Slovakia, Hungary).

During the campaign, Google registered a 500% increase (Google Search Relative Lift) in the search of domestic abuse topics. NGO website visitation grew 4 times versus last year, and the number of calls for help doubled.

However, what is most important is that the society has begun to shift:

- The Slovak president, Zuzana Caputová, noticed our campaign, and IKEA became part of a national action plan.

- The Czech Ministry of Social Affairs initiated a meeting with IKEA, and legislators are preparing a change in the legal protection of victims of domestic violence, which was announced on 8 March (International Women’s Day).

- Vodafone and Avon and many others have joined our initiative to establish the Academy Against Domestic Abuse for prevention and education in companies.