The Challenge
In Italy, domestic violence is a real national emergency. In 2024, in just 6 months, almost 25,000 cases were calculated among stalking, mistreatment, and abuse within the home. But this is just the tip of the iceberg of a much larger and hidden drama because there are many forms of domestic violence that not only go unrecognized but are not reported. The 1522, the national toll-free anti-violence and anti-stalking number, is available to everyone, but few people know about it. And therefore, few people use it as a weapon of defense and salvation before it's too late.
The Solution
On the International Day for the Elimination of Violence against Women, IKEA, which has always been committed to improving people's lives at home, launches "The Red Flag Tag", a campaign designed to raise awareness about the Anti-Violence and Stalking number 1522 and all those “red flags” often not recognized as forms of domestic violence, with the risk of underestimating them and triggering the darkest of escalations: the one that leads to women’s murder, of which Italy has held a sad record for years. Because if it is true that domestic violence is not always visible or easily identifiable, people need help to recognize it and then report it. To do this, we have reinvented the iconic P-Tags of the brand, the world's most famous price tags, where quotes inspired by real stories of violence that express intimidation, devaluation, control, social isolation, and blame take the place of the product name and description, while the shelf number where to find the piece of furniture is replaced by the number where to find help: 1522, that of our helpline. The tags have accompanied the many products displayed in the various showrooms and in all the spaces and media available in the stores, from the billboards in the parking lots to the Restaurants, Toilets and Baby Care Rooms, in all the stores across the country, with a particular focus on Rome and Milan where a dedicated room has also been set up.
