IKEA
- Campaign
Challenging biases, communicating IKEA’s refugee initiatives and point of view with a World Refugee Day campaign.
Collaborators
Stonefire – Film and Content Production
As an employer of more than 200,000 people worldwide, IKEA places societal responsibility at the core of its values, actively promoting diverse employment and talent development. Since 2019, IKEA’s Skills for Employment initiative has supported more than 2,900 refugees and engaged over 700 other businesses to help integrate refugees into their workplaces. However, discussions about refugees are often one-sided and can quickly become political. This has made it challenging for IKEA to communicate about the initiative without facing backlash or accusations of purpose-washing.
Together with IKEA, we worked to creatively unfold their strategic initiative, “Change the Narrative”, reinforcing IKEA’s position as a global corporation committed to reshaping how refugees are perceived. The campaign and its concept aim to return the narrative to the people directly affected, challenge biases, and embrace authenticity in expression by posing a simple yet powerful question: “What do you see?”