Let’s play for change
About:
IKEA's Good Cause campaign, Let’s Play for Change, focuses on children’s right to play and develop, highlighting the benefits of play for all children.
Background:
Play is essential for children’s wellbeing. When children can play, they learn new skills, become more social and are better able to cope with stress.
Play is so important that the UN Convention on the Rights of the Child recognizes it as one of children’s fundamental human rights.
Sadly, many children around the world lack safe spaces to play. That’s why we created an in-store campaign that has children’s right to play at its heart.
During one month, this Let’s Play for Change campaign was highlighting the IKEA Foundation’s partnerships that help children around the world play and develop, even in the most difficult circumstances.
Purpose:
Create time and space for children (and adults) to engage in spontaneous play, recreation and creativity, and to promote societal attitudes that support and encourage such activity.
Brief: Position IKEA as an enabler of play
Our belief/pov. Backed by new research
Play is a natural biological instinct that is important for humans to feel good all through life.
IKEA believes that we misunderstood what it means to grow up, and wants to reverse the trend bringing play and playfulness back into the lives of both children and adults.
No more pressure
on people
We also knew from the IKEA PLAY report that we all want to play more in our everyday, but find it hard due to the pressures of work and school, less and less time, and the seemingly simplicity of just being entertained by a screen.
A mindset and a way of life. At home.
We believed IKEA could lead the vision of the playful human as the fundamental solution to many of the problems in the world today and in the future.
Permission to play
We needed to give people the permission to play
IKEA playground
The IKEA stores are already used as a playground for many people - but so far without our encouragement.
Let’s take this opportunity to change this and instead inspire co-workers and customers to explore what it means to live a more playful life.
A suiting solution to the problem of safe spaces to play.
How might we?
How might we engage co-workers and customers in exploring how to live a more playful life at IKEA and at home?
A customer journey map was made, from being at home to leaving the store to identify touchpoints and actions where our communication could live to reach our customers in the right way on the right place at the right time.
When research and ideation was done we made a prototype of the store to pin out different play activities. This allowed us to explore our ideas further and show the intention behind a play station or the overall concept to assignors.
Our work resulted in a let's play campaign in store where we encouraged to play. Here: The floor is lava
How many points can you get?
How many eyes can you find in this room?
Origami and drawing.
Spot the difference.