In Belgium, 1 in 5 single parents sleep in the same room as their children.
IKEA aimed to tackle this problem, by collaborating with Ogilvy Social.Lab to create “Welcome Home” – A program in which IKEA employees offer to volunteer to help with small renovations in temporary housing projects or shelters, during their working hours.
In addition, Ogilvy Social.Lab demonstrated this harsh reality, through an impactful campaign. It leads with a photo of a bedroom and includes the prompt: “Who do you think sleeps here?”, followed by the disturbing answer drawn by the child who occupies the room with his siblings and mother.
Thanks to the help of over 212 IKEA workers, the project “Welcome Home” has created a better life at home for 2500 families.