IKEA #AssemblingHope

Building a solution for homeless individuals through IKEA’s #AssemblingHope campaign by getting empathetic supports to provide an additional round off contribution amount with their order.

Credits:

Jamarri Nix, Samiksha Puri, Zoe Zhuang

The Opportunity

IKEA, a brand centered around home furnishings, has an opportunity to advocate for people who are homeless and to destigmatize homelessness so we can work toward more permanent solutions.

The Solution

The campaign encourages IKEA loyalist to become empathetic supporters towards those facing the harsh reality and assumed biases of homelessness by stressing the fact that life doesn’t have instructions but we believe that homelessness doesn’t make you less human.

With the #AssemblingHope initiative every time you make a purchase, you have the option to round up to the next dollar or provide a custom donation amount, which will go to partners; Family Promise and Save the Children to support relief efforts.

Key Challenges + Insights:

More than 3.5 million young adults ages 18 to 25 experience a form of homelessness in the course of a year - that’s 1 of every 10 young adults

.

70.4% of homeless respondents felt that they had been discriminated against by private businesses based on housing status

.

70 – 80% of homeless persons are locals who became unhoused

.

Out of Home Placement

In store placement

Website extension QR code -
SCAN for details

Social placement

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