IKEA marked this year’s International Day Against Homophobia, Transphobia and Biphobia (Sunday, 17 May) with the launch of a new LGBT+ campaign, #BeSomeonesHome.
LGBT+ campaign for acceptance
The aim is to spread a global message of acceptance and support for the LGBT+ community; across 25 of the 30 markets in which the Ingka Group operates.
For many LGBT+ people, discrimination is still part of daily life; and a feeling of isolation can even extend to their own homes.
As such, the feeling of ‘home’ is often not just a physical place; it’s a connection to the communities where they find acceptance.
With almost a third of the world’s population now at home due to the Coronavirus pandemic, the way of life and work has dramatically changed.
During these uncertain times, home is more important than ever, IKEA said. For many people, their home has become their whole world; a place that provides shelter, a place where one can feel safe, and free to be themselves.
But for many in the LGBT+ community, finding a place where they feel welcomed and at home is not always easy.
We Are Social Milan creation
The campaign, created by We Are Social Milan, launches with a one-minute film. It draws on language often used to describe the feeling of being ‘home’ as a metaphor to communicate this feeling of safety and security.
The film is now live on IKEA’s social media channels in several markets around the world. Supporting influencer activity will see people share their own personal experiences and the struggles they’ve faced.
With the #BeSomeonesHome campaign, Ingka Group wants to invite co-workers and customers to make the LGBT+ community feel at home and welcomed by embodying a shelter for all those who are discriminated against and struggle to find safety.