In Italy 1 in 3 women has experienced domestic violence. In order to aware IKEA’s customer about this shocking truth, we created an in-store ambient media in collaboration with the non-profit organization Telefono Donna during the International Day of the Elimination of Violence against Women, the 25th of November. We closed one of the IKEA’s rooms with a wall and we placed inside it a special amplifier that spreads the sound of the real domestic violence stories. Then customers read our message:
“Violence is closer than you think, sometimes there’s just a wall between you and it.”