In Australia, there are roughly 120,000 homeless people, with this number only rising. IKEA, the experts in life at home, wanted to raise awareness of the issue and inspire customers to help everyone find a safe place to call home. “This Is Not a Home” was a showroom disruption created to confront IKEA customers with the realities of homelessness.

Partnering with Save the Children Australia, we set up impactful in-store installations. We transformed a car into a makeshift home, a lived in tent appeared in the restaurant area and in the showroom, a dishevelled sofa symbolised the thousands couch surfing across Australia.

We got media and the public’s attention, with TV exclusives and coverage across news corp giving us 80 pieces 15 million reach. The store activation was seen by 274,000 visitors driving a huge 82% engagement rate on the activation hub.

The campaign also drove change, engaging with key stakeholders in the Australia Government, over $200,000 in donations and 624 families helped.