Young Cannes Lions Belarus 2019, Media. Team 7

1. page 7
Problem
Women don't notice early warning signs of domestic
violence. They ask UNFPA for help only when their life in
real danger. The later they understand the presence of
domestic violence, the more they depend on violent
relationship.
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2. page 7
Challenge
Draw the women attention and build awareness of early
warning signs of violence, so they can recognise the
presence of violence and prevent or stop it in time
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3. page 2
Insight
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Serious relationship starts from buying the joint things
for living like furniture, accessories, kitchenware etc.
IKEA is one of the most popular brand and store selling
furniture and home accessories.

4. page 6
Background
IKEA cares for the safety and comfort
life at home, so they accompany all
things which can lead to any danger
situation with the warning sign &
instructions
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5. page 7
Strategy
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Turn usual furniture and home accessories from IKEA
into communication preventing domestic violence by
creating the special warning signs and instructions
about possible appearance of early signs of domestic
violence

6. Activation
We’ll create the series of
signs and put it on furniture
and accessories in different
departments of IKEA stores.
The top copy will relate to
different home locations and
situations of possible domestic
violence.
For example,
“If you’re forced to clean...” is
for living room
“If you’re forced to wash...” is
for bathroom
“If you’re forced to have sex...”
is for bedroom
etc.

7. IKEA mall IKEA website catalog IKEA catalog IKEA package box

8. IKEA instruction
We will integrate in IKEA
furniture instruction additional
info block presenting and
explaining the early signs of
domestic violence.

9. page 8
Summary
CHALLENGE/ INSIGHT// STRATEGY/// ACTIVATION////
Draw the women
attention to early
warning signs of
violence, so they can
recognise the
presence of violence
and prevent or stop it
in time
Serious relationship
starts from buying
the joint things for
living.
IKEA is one of the
most popular brand,
it cares for the safety
and comfort life at
home.
Turn usual home
accessories from
IKEA into
communication
preventing domestic
violence by creating
the special warning
signs about possible
appearance of early
signs of domestic
violence.
We’ll create the
series of signs and
put it on furniture
and accessories in
different
departments of
IKEA stores.
* THE CONCEPT COULD BE IMPLEMENTED IN COLLABORATION WITH ANY OTHER
FURNITURE AND HOME ACCESSORIES RETAILER