The Unwelcome Home

Client: IKEA

In a groundbreaking initiative to raise public awareness about child homelessness, IKEA and their long-term partner Shelter, shone a light on the dire conditions faced by over 150,000 children living in temporary accommodation across England. Families endure months, even years, in damp, infested, and overcrowded environments. The "Unwelcome Home" campaign creatively reimagined IKEA’s dollhouse to depict these harsh realities, capturing public attention and sparking crucial conversations.

The campaign's launch at the Labour Party Conference in Liverpool and installations across IKEA stores effectively engaged the public, resulting in over 12,000 signatures on an open letter to the government—surpassing the initial goal of 10,000. The initiative garnered extensive media coverage, with over 500 pieces across major platforms, and successfully engaged influential political figures, including the Chancellor of the Exchequer and the Minister of State for Housing and Planning. By creatively illustrating the urgent need for change, the campaign not only raised significant awareness but also fostered positive sentiment towards the cause and the Housing Select Committee's subsequent inquiry into Children in Temporary Accommodation underscores the campaign's impact.