Ikea’s poignant new ads are a powerful call to action

Ikea has released a series of poignant ads, raising awareness of the recent catastrophic floods in northern Thailand. A sharp contrast to the highly polished and playful showrooms featured in its typical ads, the flood-ruined homes are a striking visual that aims to raise awareness through its candid and powerful imagery.

As a globally recognised brand, it's great to see Ikea taking a step away from its typical lighthearted billboard advertising to illuminate an important cause. The campaign is much more than empty visuals, as the Swedish brand is teaming up with the Mirror Foundation to encourage donations and restore some normality to victims.

With bold text that reads "they lost more than a home", each ad highlights priceless items that were destroyed by the floods, such as a photo frame from a wedding day and a simple dining table that united a family. In a touchingly raw detail, the typical furniture prices seen in Ikea ads are replaced by personal statistics, like the kitchenware that helped to make "730 meals/year" and the toddler chair for a little brother of only "2 years old" – a sobering illumination of the sentimental fallout.

While they undoubtedly raise awareness, the poignant ads are also campaigning for real-world action. Teaming up with the Mirror Foundation, Ikea is asking charitable patrons to donate or sell their furniture to help flood victims restore their homes. Donations are currently being accepted at IKEA Bang Na, IKEA Bang Yai, and IKEA Sukhumvit. The initiative will take place throughout the month of October, harnessing community spirit to rebuild homes and support families in need.

For more striking awareness campaigns, check out these powerful breast cancer awareness ads that shatter the taboo of checking yourself for early signs. For more marketing inspiration from the Swedish furniture giant, check out Ikea's cutest ad campaign yet, featuring lots of furry friends (and some lovingly destroyed products).