Ikea's Instagram card game aims to spark debate about division of household chores

'Fifty Fifty' project was created via Edelman for International Women's Day

Published On
Mar 03, 2021

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Ikea is hoping to open up more of a conversation around the division of household chores, with an Instagram Stories "card game" it's devised for International Women's Day.

Based on research that shows women are still doing up to three times more unpaid care and domestic work than men globally, the game, "Fifty Fifty" will pose questions about household work designed to spark debate between couples. Developed by agency Edelman U.K., in collaboration with relationship expert Jennie Miller, the idea is to take couples, as well as housemates, friends and co-workers, on a journey to explore the roles and dynamics in their homes in a "positive" way. 

According to Edelman, the game, created with 3D production partner Foreal, is designed to be a kind of modern take on analog card games like "School of Life or "Cards Against Humanity." Sample questions include "Name the best and worst household chores," "How many hours a week do you spend on housework?' as well as "Do you do any household work that goes unnoticed?"

Using the "press to hold" function, users can take the time the time to discuss each question. There's also a “half time” round of quick-fire poll questions, a slider poll to check the mood in the room, and a poll to help you evaluate how equal your relationship is.

The game is running on Ikea's Instagram Stories ahead of International Women's Day on March 8, in 26 different markets. To support the project, Swedish singer Zara Larsson is starring in a promotional video for the brand, seen below.

Ikea is just the latest advertiser to highlight the fact that women have been saddled with much of the household and home schooling during the pandemic. Others include skin care brand No.7, which highlighted the "she-cession" that's been holding women back, while Procter & Gamble brands Dawn and Swiffer also talked about the "chore gap" in a pre Super Bowl spot. Unilever has also been putting money into a pandemic relief effort for women

"We’ve always known that lack of equality at home has direct implications for women’s economic position and undermines their potential," said Ikea's Global Head of Equality, Diversity & Inclusion Peter List, in a statement. "The impact of the COVID-19 pandemic has amplified existing gender inequalities, and empowering women in their homes has never been more important. A third of women in the key retail markets where Ikea is present say that their careers are held back because they do more in the home than men. We owe it to them to play our part in helping to address the imbalance, and equally to all our customers who expect us to help make a difference beyond the walls of Ikea."


Mar 03, 2021
Client :
Agency :
Edelman UK
Campaign Unit Manager :
Jessie Macneil- Brown
Campaign Project Leader :
Irina Banciu
Campaign Unit Project Manager :
Maria Binnelid
Co – Chief Creative Officer EMEA :
Stefan Ronge
Co – Chief Creative Officer EMEA :
Mattias Ronge
Creative Director :
Martin Jon Adolfsson
Art Direction :
Sabine Stromsky
Copywriter :
Oscar Muller
Executive Producer :
Lucie Hackman
Junior Producer :
Joel Wilson
Senior Designer :
Rob Kruszewski
Senior Director :
Chris Wilcox
Associate Director :
Claire Fraser
Associate Director Digital :
Melody Achi
Associate Director Earned :
Claudia Gibson
Project Director :
Emma Zadravez
Junior Project Manager :
Stefania Basile
Animator :
Paul Roberts
Editor :
Rene Pannevis
Photographer :
Johanna Pettersson
Production 3D :
Production Film & Event :
Live Nation
Client Lead and Senior Director :
Chris Wilcocks
Head of Brand Strategy :
Joanna Tatchell
Project Director :
Emma Zadravetz

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