Ikea's 2019 Anti-Homophobia Ad Reclaims 'Do It At Home' Slur

For the 2019 International Day Against Homophobia, Transphobia and Biphobia, Ikea Italy released a spot that subverts the common homophobic phrase 'Fatelo a casa vostra' ('Do it at home'). The ad features same-sex couples and a transgender woman of color facing discrimination in public spaces, ending with the line: 'Do it at home. Because wherever you are, you are at home.' The campaign also included a limited-edition rainbow-colored version of the iconic Frakta shopping bag. Alessandro Aquilio, Country Communication & Sustainability Manager of Ikea Italia, stated: 'We believe words are important and can help build a better world.' The company also supported Quore, an association providing co-housing for LGBT people rejected by their families, including furnishing the first shelter in Turin. This follows Ikea's 2011 campaign 'Siamo aperti a tutte le famiglie' for its Catania store, one of Italy's first gay-friendly ads, five years before the Cirinnà law on civil unions.