On the occasion of the International Day for the Elimination of Violence against Women, scheduled for next November 25, Ikea Italia launches the national campaign “The Red Flag Tag”, to raise awareness of the existence of the Anti-Violence and Stalking Number 1522.
Starting from the assumption that gender violence is not always visible or easily identifiable, the omnichannel campaign created by DDB Group Italy invites people to recognize potential alarm bells (or “Red Flags”) to ask for support by calling 1522 and preventing the escalation towards more serious forms of abuse.
Ikea Italia, in collaboration with Differenza Donna, the Association that manages 1522, has selected some of these signals in some phrases of intimidation, devaluation, control, social isolation and guilt are reproduced on the iconic tag (P-Tag) that identifies the products, describes them and indicates their location in the self-service area. The violent phrases take the place of the name of the product, and the two numbers that indicate the shelf number and position of the furniture in the self-service area are replaced by the numbers 15 and 22 that make up the help line number.
The goal of the communication campaign is to send a clear message: recognizing violence is the first step to asking for help. The campaign will be on air from November 22 to 25, on the social channels Meta, TikTok, LinkedIn, on the website IKEA.it and in all IKEA stores nationwide.
Inside the stores in Milan and Rome, a dedicated room setting will be set up: a space created using exclusively white products with many tags to highlight the multiplicity of violence.
The company renews its commitment this year to promote the help line 1522, a public service promoted by the Presidency of the Council of Ministers - Department for Equal Opportunities, which accepts requests for help and support from victims of violence and stalking, thanks to the assistance of specialized operators.
