IKEA's 'UNWELCOME HOME' doll's house exposes heartbreaking living conditions for children in temporary accommodation

[Serendipia]

Image:  IKEA UK/ Shelter

 

IKEA and Shelter have joined forces to shed light on a pressing issue affecting thousands of children across England: substandard temporary housing. Their 'UNWELCOME HOME' campaign uses a stark, realistic doll's house to illustrate the grim living conditions faced by many homeless families.

 

The campaign centers around a converted FLISAT Doll's House, transforming IKEA's popular children's toy into a stark representation of reality. This reimagined doll's house stands in sharp contrast to the idyllic miniatures typically associated with childhood play. Instead, it showcases distressing details drawn from real-life accounts of families living in temporary accommodation: walls marred by mold, visible rat infestations, exposed and hazardous wiring,  and cramped living spaces. By using a familiar toy to depict these harsh conditions, the campaign creates a powerful juxtaposition that drives home the urgency of the housing crisis. These elements vividly illustrate the findings of a recent study on temporary housing conditions:

• A staggering 75% of households in temporary accommodation live in poor conditions.
• 21% face serious safety hazards, including fire risks and faulty wiring.
• 68% lack adequate access to essential facilities like cooking and laundry.
• In 35% of cases, children don't even have their own beds.

 

 

 

 

 

 

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The statistics behind this campaign are alarming. Over 151,630 children in England are currently living in temporary housing, with nearly half of the affected families enduring these conditions for more than two years. This prolonged stay in what was intended to be a short-term solution is a direct result of the severe shortage of social housing, compounded by increasing evictions and soaring private rental costs.

 

The crisis is particularly acute in major cities. In London, one in every 22 children is living in temporary accommodation. The figures for Birmingham and Manchester are equally concerning, at one in 28 and one in 30, respectively. These numbers underscore the urgent need for government intervention and policy change.

 

In response to this issue, IKEA and Shelter are calling for public support. They're urging individuals to sign an open letter to the government, demanding the construction of 90,000 social rent homes annually for the next decade. This ambitious goal aims to provide half a million people with improved living conditions by 2030.

 

 

The 'UNWELCOME HOME' doll's houses are currently on display at IKEA stores in London (Wembley), Manchester (Ashton-under-Lyne) and Birmingham (Wednesbury). This striking exhibit aims to shed light on the housing crisis and push for systemic changes that will provide safe, stable homes for all families in need.

What do you think of this campaign? Do you believe it will be effective in bringing public awareness to the housing emergency and prompting government action? 

 

• https://www.ikea.com/gb/en/newsroom/corporate-news/the-unwelcome-home-dolls-house-pub101d8c90
• https://www.lbbonline.com/news/ikea-and-shelters-dolls-house-reveals-shocking-truth-of-children-homeless-in-temporary-accommodation