The Unwelcome Home

In a powerful demonstration of collaboration, IKEA and its long-term partner Shelter united to address the urgent issue of child homelessness in England. With over 150,000 children living in unsafe, temporary accommodations, the campaign sought to influence government policy by advocating for the construction of 90,000 social rent homes annually over the next decade. This innovative partnership brought to life "Unwelcome Home," a reimagining of IKEA's dollhouse that starkly depicted the harsh realities faced by children in temporary housing.

The campaign's collaborative essence was highlighted through its strategic execution, including installations at the Labour Party Conference in Liverpool and across IKEA stores. These efforts resulted in over 12,000 signatures on an open letter to the government, surpassing the initial target of 10,000. The campaign achieved extensive media coverage, with over 500 pieces across major outlets, and engaged key political figures, including the Chancellor of the Exchequer, the Minister of State for Housing and Planning, and the Chair of the Housing Select Committee. The campaign by IKEA and Shelter not only raised significant awareness and positive sentiment towards the issue but also led to tangible policy engagement, as evidenced by the Housing Select Committee's launch of a standalone inquiry into Children in Temporary Accommodation. The campaign exemplifies how effective partnerships between brands and charities can drive impactful advocacy and policy change.