IKEA | FiftyFifty

Research shows that women do up to three times more unpaid care and domestic work than men. The division of household chores can be challenging at the best of times, but the situation has been exacerbated further by the addition of home working and schooling during the COVID-19 pandemic. This International Women’s Day (8th March) IKEA wanted to talk about inequality in the home and push the conversation forward. Together with IKEA and relationship expert Jennie Miller we launched FiftyFifty: a free digital card game available on Instagram Stories. FiftyFifty takes couples, housemates, friends and co-workers on a journey to explore the roles and dynamics in our homes in a positive way, asking questions that promote sharing and understanding, so we can raise the conversation without the row.


The FiftyFifty digital card game provides a pause button to help everyone, regardless of gender, revaluate and re-set our home life through open and honest conversation; helping to resolve any imbalances.
To launch the game and inspire as many people as possible to play, IKEA partnered with Swedish singer, and activist for gender equality, Zara Larsson. She promoted the film on socials and played the entertaining game with her own boyfriend.
The game was available via Instagram stories and shared across IKEA socials and owned platforms.


The digital game launched on March 8, 2021 and the campaign is currently active. Please check back in at a later time to learn more about the full outcome of this campaign.


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