Last year alone, there were over 30,000 reported cases of domestic violence in Portugal and the overwhelming majority of the victims were women. In light of this, Portugal IKEA launched a domestic violence awareness campaign on International Women’s Day. Titled “Not the Real Culprits,” the campaign shed light on the reality where abuse victims have to say that they “ran into a chair” or “slipped in the shower,” blaming the furniture as the culprit. Going beyond the purpose of raising awareness, this campaign led to a partnership between IKEA Portugal and CIG (a governmental commission for gender equality). Simply by calling IKEA Customer Support and selecting option 8, callers are seamlessly redirected to the Domestic Violence Victim Information Line — but the call will be registered as being for IKEA, ensuring added protection for the victims. The campaign received positive feedback for supporting victims of domestic violence through a safe and anonymous reporting channel.