IKEA wanted to raise awareness about the homelessness crisis in Australia. With IKEA's vision to 'create a better everyday life at home', we sought to bring this issue to the forefront of customers' minds.

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No other brand understands the concept of home better than IKEA. Therefore, we created a series of activations called "This is Not a Home" to highlight the hidden homeless population across Australia.


Domestic and family violence is the leading cause of homelessness in Australia, so in partnership with Save the Children, we developed activations based on real-life stories of women and children who have fled violent homes to then find themselves homeless.


Upon entering the Sydney store, customers were confronted with a car being used as a home, sofas showing signs of being slept on, and a lived-in tent in the bustling food court. These installations were accompanied by signage telling stories from real homeless women and children, highlighting the conditions faced by thousands of Australians forced to seek shelter in places that should never be called home.

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Alongside our activations, we established an IKEA and Save the Children hub where viewers could donate to the cause. This initiative was promoted in-store with QR codes linking to the donation site and amplified across IKEA's social media channels and website.

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The activation generated significant buzz and was covered by mainstream media due to its timely and powerful message, with titles including Seven News, The Australian, and even industry trades such as Inside Retail.

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Won Silver: PR awards Asia 2025
Public Awareness
 

Won Silver: PR awards Asia 2025
Corporate Social Responsibility
 

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Concept // Art Direction // Graphic Design // Copy Writing