The Unwelcome Home

Client: IKEA

In a fusion of creativity and advocacy, IKEA and Shelter launched the "Unwelcome Home" campaign to spotlight the dire conditions faced by over 150,000 homeless children in temporary accommodation across England. This innovative initiative aimed to influence the government into committing to build 90,000 social rent homes annually for a decade.

Central to the campaign was the reimagining of IKEA's iconic Flisat dollhouse into a stark representation of the grim realities faced by children in temporary housing. The dollhouse was meticulously designed to depict various issues, such as overcrowding, health hazards, and developmental impacts. Each room told a compelling story, from faulty wiring and mould to the emotional toll on children constantly uprooted from their homes. This striking visual metaphor captivated audiences and drove home the urgency of the housing crisis. The campaign's launch at the Labour Party Conference in Liverpool, alongside installations in IKEA stores, garnered over 12,000 signatures on an open letter to the government, surpassing the initial goal of 10,000. The campaign achieved widespread media coverage, with over 500 pieces across major outlets. Notably, it attracted the attention of key political figures, including the Chancellor of the Exchequer and the Minister of State for Housing and Planning. The Housing Select Committee has subsequently initiated an inquiry into children in temporary accommodation. This campaign exemplifies the power of creative storytelling and strategic execution in driving public awareness and policy change.