IKEA's Pride campaign urges increased inclusivity and compassion

Ahead of International LGBT Pride Day, IKEA has launched a digital film titled "The Closet," shedding light on the challenges faced by the LGBTQIA+ community and promoting inclusivity and compassion. The film emphasizes the importance of empathy and open dialogue to foster stronger allyship and urges viewers to rethink stereotypes and embrace diversity.

Conceptualized by Leo Burnett, the campaign carries the message ‘Closets are for clothes, not identities’. Set in a bustling IKEA store, the film features a closet at its center and poses a poignant question to those who choose to step inside: "Many have lived here, can you?" Inside the closet, curious customers encounter silence and a pair of headphones replaying the biases and prejudices that LGBTQIA+ individuals still face. As customers emerge, they realize that while they can leave the closet, many others remain trapped by societal biases.

Anna Ohlin, Country Marketing Manager at IKEA India, commented, “At IKEA, we stand with the LGBTQIA+ community to celebrate love, diversity, and inclusion. We believe authenticity is a gift to cherish, not something to hide. With this film, we aim to raise awareness and inspire everyone to be true allies in society."

Pravin Sutar, National Creative Director at Leo Burnett Orchard, added, "With 'The Closet,' we aim to give a glimpse into the uncomfortable reality many in the LGBTQIA+ community endure. It's a reminder to create a more accepting and loving world where no one has to hide their authentic self. We hope this film sparks meaningful conversations and inspires positive actions in homes everywhere."