IKEA

· This is not a home

· IKEA · This is not a home ·

IKEA wanted to raise awareness of Australia's homelessness crisis. With a vision to 'create a better everyday life at home', we created This Is Not a Home, a series of in-store activations highlighting Australia's hidden homeless population.

In partnership with Save the Children, we brought to life the real stories of women and children who fled domestic and family violence, only to find themselves homeless.

Customers entering IKEA Sydney were confronted with a car being used as a home, sofas showing signs of being slept on, and a lived-in tent in the food court. Each installation shared real stories, highlighting the conditions faced by thousands of Australians without a place to call home.

The campaign encouraged donations through in-store QR codes and IKEA's digital channels, generating widespread media coverage across Seven News, The Australian and Inside Retail.

Won Silver: PR awards Asia 2025
Public Awareness
Corporate Social Responsibility

IKEA showroom display featuring a cluttered living room with sofas, bedding, pillows, wall art, lamps, and home decor

IKEA homelessness awareness display featuring a car filled with bedding and belongings, with a sign reading “A car is not a home.”

IKEA store display featuring a tent furnished as a family home, hanging clothes, children’s items, and a sign reading “A tent is not a home.”

Customer using an IKEA self-checkout kiosk beside a payment options and charity donation sign.

Screenshot of an IKEA webpage titled “This is not a home,” featuring a staged room with beds, bedding, a sofa, and personal belongings to highlight homelessness.

IKEA webpage showing three stories about families living in a car, tent, and sofa, labeled Claire's story, Elena's story, and Amal's story.

IKEA webpage promoting donations to Save the Children Australia, with a red donation banner and behind-the-scenes photos.

Screenshot of a Home Furnishings Business webpage featuring an IKEA Australia and Save the Children homelessness article.

IKEA Australia campaign display featuring furnished living spaces and the message “A sofa is not a home” in a Famous Campaigns webpage.

Screenshot of an Inside Retail Australia article about IKEA Australia's campaign to combat homelessness, showing a tent interior and topic tags.

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