25 metros cuadrados mostrando una realidad

Abstract

This document is focused on the social marketing campaign of the Swedish company IKEA, mainly dedicated to the design and sale of home equipment, in collaboration with The Red Cross. This organization is linked to social and health protection services and programmes (care for the elderly, refugees and immigrants, people with disabilities, children and young people at social risk, women at risk...), but also intervenes in other areas such as the promotion and defence of human rights. This work aims to analyze the campaign called "25m2 Syria", consisting of the creation and exhibition of a 25 square meter apartment, which reflects the reality of a family living in Syria. Among other things, the effectiveness gained and the attitude that the consumer can take towards such a direct and visible strategy will be studied.