The drawing

On the occasion of the International Day for the Rights of the Child (November 20, 2019), IKEA developed, together with Save the Children, an awareness project focused on witnessed violence, centered around a dedicated campaign.

Even before learning to speak, children communicate. They do so using the tools they have, such as drawings, through which they express emotions but also distress, often overlooked by adults. For this reason, drawings made by children who are victims of witnessed violence were naturally integrated into IKEA store showrooms.

At the end of the in-store journey, an experiential wall brought together these drawings, sharing the stories of children affected by witnessed violence and inviting visitors to support the petition on Save the Children’s website.

The line: “Just because you didn’t see it doesn’t mean it didn’t happen.”

The initiative took place across IKEA stores, coming to life not only through the experiential wall but also through a consistent key visual.

The campaign was completed on social media with a dedicated video and a post that strongly highlighted the impact of witnessed violence on children.