# Domestic Awareness Campaigns IKEA Australia Presents the This is Not a Home Campaign By Amy Duong | Published 2024-09-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/this-is-not-a-home References: [ikea](https://www.ikea.com/au/en/newsroom/corporate-news/ikea-australia-and-save-the-children-launch-this-is-not-a-home-to-reveal-real-life-living-conditions-facing-thousands-pubc74fde00?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI)  The team at [IKEA](https://www.trendhunter.com/trends/unwelcome-home) pays attention to the various home environments and acknowledges that some may not be ideal with the This is Not a Home campaign. The Australian branch hs created showrooms that offer a sense of awareness and reality check to bring attention to homelessness fueled by issues of [domestic and family violence](https://www.trendhunter.com/trends/emergency-refuge-shelter). This is part of a project done alongside [Save the Children Australia](https://www.trendhunter.com/trends/heart-of-lifewear). Guests wander through the store and encounter striking scenes that are much less than ideal. This includes a car as a living space that meets visitors right at the entrance with another in the form of a sofa in one of the store's signature room set ups used as a makeshift bed. Image Credit: IKEA Australia ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 68% | Activity: 55% | Freshness: 27% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Experiential Marketing:** Campaigns utilizing realistic showrooms create deeply personal connections and promote social awareness. - **Social Impact Campaigns:** Businesses collaborating with non-profits to highlight pressing societal issues foster community engagement and social responsibility. - **In-store Awareness Installations:** Retail spaces transformed into immersive social issue exhibits offer powerful emotional experiences for customers. ### Industries Being Reshaped - **Retail:** Home goods retailers are leveraging their space to educate the public on critical social issues while enhancing customer engagement. - **Non-profit:** Organizations focused on societal well-being are partnering with commercial brands to amplify their message and reach wider audiences. - **Interior Design:** Design experts are crafting impactful environments that simulate real-life struggles, providing an emotive experience through visual storytelling. ## Related on Trend Hunter - [Living Condition Awareness Dollhouses](https://www.trendhunter.com/trends/unwelcome-home.md) - [Housing Crisis Presentation Campaigns](https://www.trendhunter.com/trends/real-life-roomsets.md) - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Furniture-Honoring Campaigns](https://www.trendhunter.com/trends/wherever-life-goes.md) - [Creative Home Campaigns](https://www.trendhunter.com/trends/dream-the-possibilities.md) - [Diversity-Focused Furniture Campaigns](https://www.trendhunter.com/trends/making-space1.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Furniture Flag Campaigns](https://www.trendhunter.com/trends/the-assemble-the-world.md)