The Giving Room

To increase awareness about how MSF saves lives in vulnerable areas, a unique activation was carried out. A replica of a MSF field hospital room was built inside IKEA. The innovative customer journey mimicked the IKEA brand design language, drawing attention to the lack of medical equipment. The touchpoints involved installations, manuals, stickers, and tags that highlighted precise amounts that shoppers could pay towards specific medical equipment. This dramatic representation of a humanitarian issue ensured people took notice and contributed generously towards the cause.