Story:
IKEA, in partnership with the charity Shelter, launched the Unwelcome Home campaign to highlight the harsh realities faced by homeless children living in temporary accommodation. A thought-provoking doll’s house installation was displayed in IKEA stores in Wembley, Manchester, and Birmingham, showcasing the poor living conditions that over 151,630 children endure across England.
Challenge:
- Homelessness Crisis: Over 151,630 children in England live in temporary accommodation, the highest figure since records began in 2004.
- Unsafe Conditions: 75% of homeless families report living in unsafe and overcrowded conditions, with issues like mould, faulty wiring, and even infestations.
- Long-term Homelessness: 47% of families in temporary accommodation have been stuck there for over two years, despite the “temporary” nature of their housing.
Key Statistics:
- Child Homelessness: 1 in 22 children in London, 1 in 28 in Birmingham, and 1 in 30 in Manchester are homeless.
- Poor Living Conditions: 35% of parents say their children do not have their own bed, and 68% report struggling with access to basic facilities like cooking or laundry.
Action:
- Campaign Launch: The Unwelcome Home campaign featured a doll’s house installation to visually represent the poor living conditions faced by homeless children. The public was encouraged to sign an open letter to the government, calling for 90,000 new social homes to be built every year for the next decade.
- Media Engagement: The campaign received extensive coverage across TV, radio, and online platforms, with IKEA and Shelter representatives discussing the urgent need for social housing reform.
Results:
- Media Hits: The campaign secured 7,176 media opportunities, reaching a total audience of 4.5 billion. Coverage across major outlets like Sky News Radio, BBC, and ITV helped amplify the message.
Key Takeaways:
- Action for Change: The campaign successfully raised awareness about the plight of homeless children in temporary accommodation and encouraged public action to address the housing crisis.
