Grey London (McCann) - ThisAbles
The campaign not only addressed a significant gap in the market by catering to the needs of people with disabilities but also empowered users to suggest new designs, fostering a collaborative community focused on inclusivity.
A standout feature of the campaign is the availability of free, downloadable schematics for the add-ons, enabling users worldwide to 3D print the modifications and customize their IKEA furniture for improved accessibility.
The primary audience includes individuals with disabilities seeking accessible home furnishings, as well as their families and caregivers. Additionally, the campaign appeals to advocates for inclusive design and organizations supporting accessibility initiatives.
TARGET AUDIENCE
About the
Campaign -
The campaign not only addressed a significant gap in the market by catering to the needs of people with disabilities but also empowered users to suggest new designs, fostering a collaborative community focused on inclusivity.
Core Theme of the Campaign -
1. Innovative Add-Ons: IKEA developed 13 initial add-ons, such as larger handles and sofa elevating legs, to enhance the functionality of existing furniture for users with disabilities.
2. Collaborative Development: The project was a joint effort between IKEA, NGOs Milbat and Access Israel, and McCann Tel Aviv, ensuring the solutions were tailored to real user needs.
3. Global Accessibility: By providing free downloadable schematics, IKEA enabled users worldwide to 3D print the add-ons, making the solutions universally accessible.
4. In-Store Testing: Customers could experience the add-ons firsthand in a dedicated accessible section of the Tel Aviv IKEA store, promoting inclusivity in the retail environment.
5. User Engagement: The campaign encouraged users to suggest new add-on designs, fostering a community-driven approach to continuous improvement in accessibility.
6. Award-Winning Initiative: "ThisAbles" received significant recognition, including the Grand Prix for Health and Wellness at the Cannes Lions Festival of Creativity.
7. Empowering Independence: By addressing common accessibility challenges, the add-ons empowered individuals with disabilities to use IKEA products more independently and comfortably.
8. Positive Brand Image: The campaign reinforced IKEA's commitment to inclusivity and innovation, enhancing its reputation as a socially responsible brand.