2017 Winners & Shortlists

The Campaign

IKEA believes in the power of witness and inelegance. They genially believe that if it is strong enough it can work. There were two main messages that they wanted to send out: (1) it is an easy fix, just as the assembly of IKEA furniture (2) it is something that can be done anytime, just as IEKA furniture bought throughout the year. During October, the idea was implemented in store posters, posts on social pages, manuals in female rest rooms.

Creative Execution

An awareness print ad (that was also used as social media content) was created turning the IKEA most iconic tool into the breast cancer symbol to stimulate all Saudi women to check for the early signs of the disease. Besides that, IKEA also launched the breast-cancer instructions: an easy and simple step-by-step folder to show women how to do the self-exam. Because the best way to prevent breast cancer is the IKEA way: Do-It-yourself.

Results

-134,100 media impressions -1,246 interactions on social media -10% engagement rate

Breast cancer has a large impact on the health of women worldwide, and the Kingdom of Saudi Arabia is no exception. As a brand that cares about home and family, IKEA needed to help all Saudi women to check for the early signs of the disease. So a one-to-one campaign was created with a print ad, social media content and the breast-cancer instructions: an easy and simple step-by-step folder to show how to do the self-exam. A work with a public health message that results in 1,246 interactions on social media and 10% engagement rate.

IKEA wanted to help in spreading awareness on early detection for breast cancer. There were two main messages that they wanted to send out: It is easy and it needs to happen throughout the year. Creation was guided with extreme caution not to offend for the topic is not open for public discussion in Saudi. The target audience was IKEA FB: 692, 677; Instagram: 975K; Twitter: 212.2K; Visitors in Jeddah store: more than 15K visitor per day (450K a month). Approach: One visual was used across social channels and in-store posters. A stand with a detailed manual on how to do the early detection yourself was placed in the IKEA Jeddah’s store.