Research shows that women do up to three times more unpaid care and domestic work than men. The division of household chores can be challenging at the best of times, but the situation has been exacerbated further by the addition of working and schooling from home throughout the Covid-19 pandemic.

For this year’s International Women’s Day (March 8, 2021), IKEA wanted to raise awareness about gender inequality oftentimes present in households and to address it through open and honest conversations. Together with IKEA and relationship expert Jennie Miller, our team launched FiftyFifty, a free digital card game available via IKEA’s Instagram Stories that encourages conversations about inequality in the home. The digital card game is made up of cards with questions, developed by Jennie Miller, that cover a range of topics, like best and worst home habits and favorite and least favorite household chores that each player must answer. The game provides a pause button to help everyone, regardless of gender, revaluate their role in the household through open and honest conversation.


FiftyFifty takes partners, roommates, friends and co-workers on a journey to explore the roles and dynamics in our homes in a more positive way, asking questions that promote sharing and understanding.

To raise awareness about this issue and encourage people to play, IKEA partnered with Swedish singer, and activist for gender equality, Zara Larsson. Not only did Zara build greater awareness and attention around the issue, but she also promoted the game across her own social channels, driving people to IKEA’s Instagram channel where they could play the game themselves.


The digital game launched on March 8, 2021 and the campaign is currently active. Please check back in at a later time to learn more about the full outcome of this campaign.