In the spring of 2016, Åhléns department store launched an e-commerce website. Instead of just communicating the launch, we took the opportunity to do something meaningful together with Åhléns customers.
Åhléns offers home decoration products that makes people’s homes more delightful, but not everyone connects “home” with joy or comfort. Every year, lots of women come to the safe houses of Stadsmissionen – often because they have been subject to domestic violence. In these safe houses, they can find peace and receive help to move on in life. In this campaign, Åhléns invites customers to help make the safe houses more comfortable, and thereby create a soothing environment for the women who live there.
On ahlens.se a large amount of products in all categories are marked with a house-icon. When someone purchases one of these products, an identical one is donated to Stadsmissionens safe houses. The campaign also puts a spotlight on the important work of Stadsmissionen, helping them to raise awareness and further funding.