IKEA Australia has launched a campaign to spotlight the need to listen to the voices of the two in five Australian children who have experienced domestic and family violence.
Between 12 August and 5 October, the retailer is bringing children’s voices to the forefront of national conversations on safety and wellbeing with ‘Safe space’, an immersive installation hosted in stores across Australia. Inspired by the needs and dreams of children who’ve lived in unsafe homes and brought to life by IKEA designers, the installation is a representation of what safety means through a child’s eyes.
In a workshop with partner Save The Children Australia, IKEA interior designers were led by the children’s imaginations as they described what a safe and happy space would look, feel and sound like.
Set up in high foot traffic areas, the installations are designed to capture the attention of over a million customers expected to visit IKEA stores during the campaign period. Each design element is carefully chosen and curated from children’s quotes, including:
- A cloud-like bed that brings comfort and the feeling of safety to life.
- A hand-drawn window frame that serves as a window into their world.
- Vibrant rainbow ribbons that act as ‘light’ and symbolise the hope and resilience of children who have left a violent home.
- Plants are layered to evoke the sensation of being immersed in nature.
- Soft toys are nestled within the greenery, adding warmth.
“At IKEA, our vision is to create a better everyday life at home. But for too many Australians, home is not a safe place, which everyone should have – especially children,” says IKEA Australia Sustainability Manager Renea Robson.
“We believe we have a responsibility and an opportunity to use the canvas of our stores to help raise awareness and start important conversations about this national issue with our co-workers and our customers, and to invite donations to help more families in need.”
The idea for ‘Safe space’ was sparked by the real-life work IKEA and Save The Children Australia have done to redesign and renovate 14 spaces across five emergency refuges in Queensland. Using IKEA home furnishings and design expertise, they transformed crisis accommodation to feel more like home for families escaping violence, through the eyes of children.
The launch of ‘Safe space’ comes as IKEA Australia joins Act for Children, an alliance of advocates, organisations and experts urging the Australian government to make children’s rights and their safety and wellbeing a national priority.
Efforts with Save the Children
Since April 2024, the IKEA partnership with Save the Children has supported over 1000 women and children escaping violence in a $500,000 commitment.
Beyond the redesign projects in emergency refuges, the partnership has funded rental assistance and household packs for families starting again and tailored services to help the transition from a refuge to long-term housing.
For the first time ever, IKEA is using one of its highest selling items, the iconic blue FRAKTA bag, as an easy way for customers to make a donation to Save The Children Australia when shopping in-store. Customers can now choose to add a small donation at the checkout when they purchase a FRAKTA bag in-store, year-round. Every dollar raised helps provide rental assistance, giving families the chance to start again in a safe place to call home.
