In line with the launch of a campaign on the importance of the home as a safe place – in particular for women victims of domestic violence -, IKEA invested in an initiative on one of the most popular daytime programmes to disseminate this project.

Cláudia Domingues, communication manager at IKEA Portugal, was interviewed by the presenter of Casa Feliz and talked about this campaign, more specifically about the importance of this topic for the brand.

In addition to the issue of domestic violence, this project also strives to respond to issues such as addiction problems and situations of financial fragility, capable of escalating to cases of violence.

This is an excellent example of how a brand’s purpose can be edited into a highly popular daytime programme and serve the brand’s goals in full.


Ikea Portugal



Inclusion in Daytime