There are 34 Ikea stores in 7 countries where LGBTQ+ people cannot ‘come out of the closet’. A furniture brand that believes in inclusivity, set out to spread this same belief in these countries. During the Pride Month 2020, we stopped selling all our closets as a stand against the injustice faced by LGBTQ+ people. Our websites, stores, and social media that once featured closets were now replaced with the message - closets aren’t spaces for LGBTQ+ people to hide something they’re made to feel ashamed of. Ikea closets became more than just a furniture piece. It became a proclamation for equality, without existing.
Integrated advertisement created by Miami Ad School, Mexico for IKEA, within the categories: Public Interest, NGO, Retail Services.