Awards

Cannes Lions
3 Shortlists

DUBAI LYNX
1 Silver

If this is how a plant reacts to verbal bullying, imagine what it does to a child.

To raise awareness around Anti-Bullying Day on 4th May, IKEA partnered with GEMS Wellington Academy in the UAE to conduct a unique social experiment with thousands of children. We set up a live experiment at a local school by placing two IKEA plants in soundproof glass box. Complimenting one plant with positive words, and bullying the other plant with negative words for 30 days. As the children interacted with the experiment each day, the drastic difference between the plants began to speak for itself - while the complimented plant continued to thrive, the bullied plant was visibly struggling, and looking dull with droopy brown leaves. Speaking discussion among students, parents, and teachers, even outside the classroom, while hearing their experiences with bullying along the way.