Point of Sale Experience and Activation
- IKEA Italy
- DDB Group Italy
In Italy, child orphans of domestic femicide are ignored by everyone, including the Government, which was withholding €12 mln in funding allocated for them. Attention was drawn to this in the only way kids process their trauma and ask for help – by placing 2,000 copies of the same drawing by a real orphan in all IKEA stores. Nobody noticed it until the drama behind it was disclosed. The result created quite a conversation and unlocked the €12 mln in funds.