Not the Real Culprits

IKEA Portugal has a partnership with CIG (a governmental commission for gender equality) to support victims of domestic violence through a safe and anonymous reporting channel. Simply by calling IKEA Customer Support and selecting option 8, callers are seamlessly redirected to the Domestic Violence Victim Information Line — but the call will be registered as being for IKEA, ensuring added protection for the victims.

To give you an idea, last year there were over 30,000 reported cases of domestic violence in Portugal; nearly 500 people sought help through IKEA Costumer Support. The problem is: in Portugal, for every report of domestic violence made, two remain unreported. Fear, stigma, and even shame often lead to home furniture becoming “the culprits”.

But… until when? So, knowing that the overwhelming majority of the victims are women, we’ve launched a domestic violence awareness campaign on International Women’s Day. The campaign was mainly promoted on social media and quickly became one of the most shared campaigns ever on IKEA’s Instagram. All of this with zero investment in paid media.