Alzheimer’s is seen as a taboo subject, and there isn’t enough out there showing people what it feels like to have the disease while giving a clear empowering way that they can help.Alzheimers, takes away the things we take for granted such as navigating our own home, the ability to perform simple tasks like washing, getting dressed, and communication. Ikea wants to help. Introducing; Ikea for Alzheimers. Ikea is known for its simple to follow showroom layout and instruction manuals that make Home-life easier. We want to use Ikea to raise both money and awareness for Alzheimers, and get people talking. Ikea will rearrange its showrooms so that they cause confusion, by placing subtle out of place items in the wrong rooms and tampering with the signs and navigation showing what a home looks like and the confusion that is seen through the eyes of someone suffering with the disease. As well as re designing and arranging the showrooms Ikea will re-design the information sheets along with showroom navigation maps, enhancing this sense of confusion. To further enhance the experience, there will be instruction manuals, designed in ideas distinctive style, only now the whole book is frustrating and a nightmare to navigate. Each instruction displayed a basic task that would be challenging to the patient. Ikea will also sell limited edition Ikea design pieces, that you can purchase and take home. Each purchase goes directly to Alzheimers Society, making it easy for you to help find a cure, while also providing you with a piece of design for your home. Giving the customer a direct way that they can donate and make a difference.
This student campaign titled 'It's Normal' was published in United Kingdom in April, 2020. It was created for the brands: Alzheimer's Society and IKEA, by ad school: Leeds Arts University. This Experiential medium campaign is related to the House, Garden, Public Interest, NGO, and Retail Services industries and contains 15 media assets. It was submitted over 3 years ago by Students: Ava-Lien Shoshan of Miss.
Advertising School: Leeds Arts University
Creative: Ava-Lien Shoshan