IKEA: Prevention of bulling campaign „In line with the problems”
According to a recent UNICEF study, Bulgaria ranks at the top in Europe, affected by bullying among students.
IKEA has always been concerned with the environment in which children grow and develop. And seeing the serious statistics about bullied students in the country, the company decided to address people directly and draw their attention to this hugde problem. Not because it is unknown, but because it often remains hidden.
That is why we in Paragraph 42, a preferred partner of Ketchum in Bulgaria, joined all the forces to create a real-time, mass and innovative campaign for IKEA aimed to support UNICEF Bulgaria to prevent school bullying. We had and innovative approach, addressing and making the problem even more visible out of the school but using the school products and narratives. We collected real insults said by children to other children and they appeared on a special desk, located among other furniture in IKEA Sofia. It gathered the attention of the visitors, causing loud reactions and indignation. We captured some of them in an emotional video with a message. It was our communication tool, through which we sparked discussion and on February 23rd – the World Day against School Violence, we brought the issue to the surface.
We knew we couldn’t solve the problem completely, but we created a massive discussion about it involving parents, teachers, media, influencers. And in the end, we showed that there is always a choice. As long as we keep abreast of the problem.