THE CHALLENGE

Nearly 500,000 Canadian children live in sleep poverty, lacking access to proper beds, bedding, or sleep essentials. Despite IKEA Canada’s longstanding donation efforts, the issue remained unseen and unspoken. The challenge was to shine a light, literally, on this hidden crisis, turning public indifference into empathy and driving meaningful action.

THE STRATEGY

Instead of leading with stats, we led with experience. IKEA reimagined one of its own products, the SOLBO nightlight, as a storytelling device. Powered by real biometric sleep data, the Sleepless Lamp flickered in sync with the restless nights of children in sleep poverty. It was a data story brought to life through design, a physical product that helped Canadians feel the issue in their own homes.

THE EXECUTION

Launched during National Sleep Awareness Month, the campaign began with an unboxing at Furniture Bank, supported by pediatric sleep experts and community leaders. From influencer kits to immersive mall installations, full-page print ads to a 9-hour YouTube simulation, the Sleepless Lamp traveled across earned, owned, and paid media. Each placement drove viewers to a national pledge urging government action.

THE OUTCOME

The campaign sparked national empathy and drove measurable impact: 

• 108M+ earned media impressions
• 200% YoY increase in financial donations
• 100% positive sentiment
• 26,200 sleep essentials donated, valued at over $4 million 161% spike in website traffic