One of the greatest challenges in charitable fundraising is
how to create a powerful, memorable way to demonstrate the charity’s need — to
reach out and touch donors’ hearts. If done effectively, not only do you raise
money, you also create advocates.
Ikea, the Red Cross and the ad agency POL teamed up to raise
funds for those caught in the Syrian refugee crisis. They decided to bring the
emotional impact of living in a war zone home — literally — recreating, detail
by detail, 25 square meters of an actual home of a real Syrian family, right in
the middle of Ikea’s flagship store in Norway. This disruptive installation allowed
Ikea’s customers to experience a Syrian family’s world firsthand, in stark
contrast to IKEA’s picture-perfect sample rooms, and with far greater emotional
impact than pictures or video could ever deliver.
It also delivered results: 80,000 visitors over two weeks
and 22 million euros raised.
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