We uncovered the scary face of an invisible social issue

We uncovered the scary face of an invisible social issue

Our campaign IKEA not only started discussion regarding domestic violence around the globe but also opened dialogue with Czech and Slovak Governments.

In Czechia, Slovakia and Hungary there is a high proportion of domestic violence, which, moreover, is not systematically solved even though the fact that 47 % of women has experienced some form of domestic violence. Despite the alarming percentage this problem seems invisible to society.

IKEA as a socially responsible company, that strives for equality between men and women, wanted to raise awareness of psychological domestic violence. That's why we came up with a campaign in which we showed that living with a bully is like living in a haunted house.

Directed by Marek Partyš, Bistro Films

60 %

organic reach


more interactions than usual


shares on social media

Our campaign was mentioned all over the world: Austria, Germany, Poland, United Kingdom, USA, Brazil, India and Australia. 

International creative magazines and advertising sites like Muse by Clio, Source Creative and Shots wrote about us. 

We have used the horror theme across formats. In the key visual we have shown typical bully threats as a spooky writing on a mirror. 

Campaign key visual
Campaign key visual

Because IKEA sells mirrors, we took the idea of the key visual and applied it on real mirrors in the shops.

Campaign mirror in a IKEA store
Campaign mirror in a IKEA store

You can’t see psychological domestic violence, but you can hear it. That is why we came up with a special wall in the IKEA shop. Customers could listen to a demonstration of domestic violence that they could stop by picking up the phone. This is how we have shown them, that they should not be passive towards the problem, but have to take some action.

Campaign wall in a store

Bullies will find every time an excuse to abuse their victims. It can be literally anything. Even a simple thing as listening to radio. So we came up with a special audio format. 

In the morning on the way to work by car the listeners got bullied just for listening to the radio too loud. 

Radio (Czech only)

With this campaign, we managed to open a discussion on domestic violence against women in the Czech Republic, Slovakia and Hungary. People have shown us with their reactions and comments that there is still little talk about this topic, but we will try to change it together with IKEA in the next two years.

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