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IKEA Australia partners with Save the Children to spotlight homelessness

IKEA Australia and humanitarian organisation Save the Children have launched a new campaign to shed light on the reality of homelessness.

Customers at IKEA’s Tempe store will be confronted by different real-life living conditions of homeless people as part of the ‘This is Not a Home’ campaign.

IKEA Australia CEO Mirja Viinanen said: “At IKEA, our vision is to create a better everyday life at home. With domestic and family violence usually manifesting at home and being a leading cause of homelessness in Australia, IKEA believes we have a responsibility to help address this critical national issue.

“The purpose of bringing ‘This is not a home’ to life in our Tempe store in collaboration with Save the Children is to help raise awareness of the stark living situations of women and children escaping domestic violence across the country.”

Upon entry to the Sydney store, customers will see a car being used as a home, a sofa being slept on and a tent. The installations aim to reveal the real-life living conditions facing thousands of Australians forced to seek shelter in places that should never have to be called home.

Save the Children Australia CEO Mat Tinkler said: “We are proud to partner with IKEA to raise awareness of domestic and family violence by sharing the stories we hear from women and children across the country.

“Each scene created in the Tempe store activation is informed by a collection of experiences of women and children who have fled a violent home and were supported by Save the Children on the journey to safety and recovery.”

IKEA and Save the Children are supporting survivors of domestic and family violence by providing financial assistance for housing and specialist support services, along with design expertise and home furnishings for different types of refuge accommodation.

Credits:
Creative production by Edelman.

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