Title	THE GHOST
Brand	IKEA
Product/Service	IKEA FOR A SAFE HOME
Category	A01. Glass
Entrant	TRIAD ADVERTISING Prague, CZECH REPUBLIC
Idea Creation	TRIAD ADVERTISING Prague, CZECH REPUBLIC
Idea Creation 2	IKEA CZECH REPUBLIC Prague, CZECH REPUBLIC
Media Placement	DENTSU CZECH REPUBLIC S.R.O. Prague, CZECH REPUBLIC
PR	OGILVY Prague, CZECH REPUBLIC
PR 2	SEESAME Bratislava, SLOVAK REPUBLIC
Production	BISTRO FILMS Prague, CZECH REPUBLIC

Name	Company	Position
Marek Vomočil	IKEA	Project Leader
Petra Jankovičová	Triad Advertising	Strategy Director
Marek Partyš	Bistro Films	Idea Maker& Film Director
Matouš Fridrich	Triad Advertising	Creative Director
Maroš Hámorský	Triad Advertising	Senior Copywriter
Matej Paluš	Triad Advertising	Account Director
Barbora Ivánová	Triad Advertising	Art Director
Veronika Augustová	Triad Advertising	Social Media Lead
Nina Feriancová	Bistro Films	Production Designer
NIkola Luzárová	Triad Advertising	Account Manager
Soňa Mládková	Triad Advertising	Graphic Designer
Michaela Bruhova	Triad Advertising	Copywriter
David Hofmann	Bistro Films	DOP
Jan Hofman	Bistro Films	AC
Viliam Béreš	Bistro Films	Music
Jiří Ptáček	Bistro Films	Executive Producer
Tomáš Kutlák	Bistro Films	AC
Jan Beran	Lokacni.cz	Locations
Jiří Jirout	Triad Advertising	Social Media Manager
Hannibal Lang	Uitch Iscratch	Colorist
Štěpán Drechsler	Bistro Films	AD
Ondřej Novák	Locacni.cz	Locations
Pavel Poličár	Bistro Films	SFX
Tereza Slabá	Bistro Films	Production Manager
Jan Sléška	R.U.R.	Post Sound

Why is this work relevant for Glass: The Award for Change

One in three women in the region have experienced some form of domestic abuse, and during the pandemic, the number even increased while the system in our region acts as if the problem doesn’t exist. There are outrageously low penalties for domestic abusers, an absolute lack of support systems for the victims, and zero education about the issue in law enforcement bodies and even the healthcare system. Also, the general public tends to trivialize the issue, and victim blaming is the most common reaction to domestic abuse cases in the media. Thanks to the campaign, society begin to shift. In Czechia, together with NGO NeNa we helped to change the law that now recognizes victims domestic violence as particularly vulnerable. For 20 years there have been various efforts to change the Czech law to protect the victims. When IKEA stepped in, things started to move and the amendment

Background

One in three women in CZSKHU region have experienced some form of domestic abuse, and during the pandemic, the number even increased. IKEA’s mission is to create a better everyday life for all. That's why IKEA decided to act and started a partnership with local NGOs confronting this issue. By the end of 2022, IKEA wants to ensure that, for most people in the region, 'home' will be perceived as a safe place. OBJECTIVES & BRIEF: • To raise the perception of IKEA as a company with a positive impact on society and the environment • To raise awareness regarding domestic abuse, to decrease the acceptance of domestic violence in society • To create public debate and to pressure the political system to change the legislation in favor of victims by creating a strong coalition between the corporate world and legislators • To effect a positive change in the region

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

The role of women in society is irreplaceable. This was also pointed out by the ongoing coronavirus crisis, which has multiplied the day-to-day challenges facing women. Reconciling work and family life, labor market insecurity and the growing incidence of violence against women are serious and long-standing issues that are closely linked to the issue of equality between women and men. Domestic violence in CZSKHU region in numbers • 47% women have experienced some form of psychological abuse (FRA research) • 21% women have experienced physical or sexual abuse (FRA research) • 40% victims of domestic violence decided to seek help during the first wave of the pandemic The system in our region acts as if the problem doesn’t exist. There are outrageously low penalties for domestic abusers, an absolute lack of support systems for the victims, and zero education about the issue in law enforcement bodies and even the healthcare system.

Describe the creative idea

A woman alone in a house is terrorized by an invisible malevolent force – glassware mysteriously smashes on the floor, creaky doors slam shut, objects are hurled at her, her wallet is empty while shopping… Domestic violence victims say that the constant fear and psychological abuse is much worse than the injuries. Moreover, showing the bruises and other marks of domestic violence in campaigns appear not to work anymore. Horror tropes were employed across media for audiences to understand that living with a bully is like living in a house of horrors. This is because “domestic abuse is real, even if it’s not visible”. The idea probes the veneer of a seemingly perfect household dripping with sleek Scandinavian style in order to reveal the reality of living in fear at home. A woman’s unseen aggressor turns out to be a less spiritual, but no less sinister being – her partner.

Describe the strategy

Research from NGOs during the coronavirus pandemic indicated that more and more people do not perceive home as a safe place. The domestic abuse issue is complex, and our challenge was to identify where to start and what would have immediate impact. We organized a roundtable with the NGOs, who help the victims, along with our creative teams and a film director. We identified this insight: For the victims, the constant fear is usually even worse than the actual wounds and injuries. That’s why we decided to focus on the psychological abuse instead of physical violence. Fear and goosebumps were what we decided to convey in all parts of the communication. Besides the strong creative and filmic approach, we used the power of the IKEA brand and also the power of mainstream media to start a discussion and a movement that could not be ignored.

Describe the execution

Based on the insight, we launched a 90s spot showing that domestic abuse is real even if it’s not always visible. It premiered in prime time in full length, and during the next 2 weeks, only shorter cuts were aired on TV. Simultaneously, the video was aired and widely shared online. We used the same message on the radio and on Spotify. In IKEA stores, a special interactive wall was installed where visitors could experience how the victims feel, which was also shown around shopping areas with the use of mirrors. Besides creating tailor-made social media content inspired by horror, we also worked with respected influencers including the former First Lady, Dagmar Havlová, IKEA leaders, and our own coworkers. All of the assets included link to a landing page where information regarding the issue could be found among contacts of the NGOs who help the victims.

Describe the results / impact

With a strong 360 degree communication, we reached 50-70 % of the population in all three countries. During the campaign, Google registered a 500% increase in the search of domestic abuse topics. NGO website visitation grew 4 times versus last year, and the number of calls for help doubled. However, what is most important is that the society has begun to shift: - The Slovak president, Zuzana Čaputová, noticed our campaign, and IKEA became part of a national action plan. - In the Czech Republic, together with NGO NeNa we helped to change the law that now recognizes victims of sexual and domestic violence as particularly vulnerable victims of crimes. For 20 years there have been various efforts to change the Czech law to protect the victims. When IKEA stepped