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 neighbor 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.

In Italy 1 in 3 women has experienced domestic violence (6.788.000 women). Due to a strong close mentality background, Italy has a strong sense of decency and a strange idea of shame: "what happens at home must remain at home" is the common opinion. That's why 93% of cases of domestic violence are not reported and 33.9% of those who suffer violence from the partner do not talk to anyone.

For the International Day of the Elimination of Violence against Women, the 25th of November, IKEA wanted to take a strong stand against this issue. Italians love IKEA: every year its stores have 18 million visitors ( Italy has 60 million inhabitants). How could we turn each of the 23 Italian IKEA stores into an outdoor media capable of involving visitors with a touching experience?

This work aimed to turn the rooms of each of the 23 Italian IKEA stores into an outdoor media space where consumers could live a touching experience by listening to the stories of real domestic violence.

For the first time in Italy, IKEA stores rooms (visited every year by 18 million Italians out of 60) have been used as an outdoor media space to communicate a social problem and to support a non-profit organization.

CTA: Come close to the wall and listen.

HEAD: Violence is closer than you think, sometimes there's just a wall between you and it.

BODY: The sounds you are listening to are inspired by real stories of women who have asked help to Telefono Donna to finding a way out of domestic violence. Help us break the wall of silence, make your voice heard #perunagiustacasa

November 25th, IKEA and Telefono Donna For the International Day of the Elimination of Violence against Women.