At IKEA, we believe that home should be a place of safety and respect. Unfortunately, for some of us, it’s not. Every third woman in Estonia has experienced violence from her intimate partner at least once in her life.
That’s why we decided to raise awareness about domestic violence through our “Notice violence” initiative.
About the initiative
When domestic violence occurs, it creates a domino effect that impacts entire families, weakens communities and harms society as a whole. This year, we are launching a new wave of awareness campaign, highlighting commonly used excuses and societal phrases that may not only delay help but also diminish the true scale of abuse, causing us to lose sight of the issue. Our goal is to remind everyone that standing up against domestic violence requires all of us.
Join us in the movement, keep your eyes wide open, and contribute to change. Only together can we create a better life at home for the many.
What is domestic violence?
Domestic violence occurs in an intimate relationship, which makes it common to think that this is a private matter between two people. But in very truth, violence at home is a problem of the whole society.88 % in Estonia already disagree that domestic violence is a private matter and should be handled within the family.
Eurobarometer survey on gender stereotypes and violence against women (2024)
There are many forms of domestic violence:
Psychological violence
Intentional emotional abuse or controlling behaviour that involves seriously impairing a person’s psychological integrity through coercion or threats.Sexual violence
Any sort of harmful or unwanted sexual behaviour that is imposed on someone, including action against one's will, abuse and other acts.Physical violence
The intentional commission of acts of physical violence against another person, violent behaviour resulting in harm and fear.Economic violence
Occurs when an intimate partner denies or limits access to financial resources or to the labour market.
Warning signs of violence
If you suspect that a family member, friend, acquaintance, colleague, neighbour, or anyone you know may be a victim of violence but you're unsure, consider the following signs.Physical:
- Bruises, scratches, hematomas that cannot be reasonably explained
- Constantly being late
- Regular calls from their partner or spouse
- Unexpected absences from work or unexplained illnesses
- Changes in appearance
- Shyness, anxiety or depressive mood
- Constant tension or excessive worry
- Eating disorders or difficulty sleeping
- Persistent, vague health complaints
- Difficulty concentrating
- Trouble making decisions
- Nightmares
- Thoughts of death or suicide
The dangers of victim-blaming
Victim-blaming involves shifting the responsibility for the act of violence onto the victim and can have harmful consequences:- It diminishes the victim’s sense of trust and security, making them less likely to seek help or report the violence.
- It diverts attention away from the perpetrator.
- It perpetuates the false belief that the victim is guilty and responsible for the perpetrator’s behaviour.
- It deepens the self-blame that the perpetrator has already instilled in the victim by repeatedly insisting that everything is their fault.
- It takes the focus off the perpetrator by not questioning their motives, responsibility or actions.
What to do if I suspect violence
- Be kind and attentive while talking to a person who is a victim of domestic violence.
- Do not judge the victim’s actions or failure to act. Be patient and open.
- Point out that violence is not the victim’s fault.
- Do not urge the victims to act here and now, do not press them or be too intrusive. Allow them to open up at their own pace.
- Encourage the victim to seek specialized help: police, medical care, specialized help centres.
- helpline for victims of violence: 116 006 (24/7) or palunabi.ee,
- helpline for children support: 116 111 (24/7) or lasteabi.ee,
- counseling line of the Social Insurance Board for giving up violence: 660 6077 (working days 10:00 – 16:00),
- emergency number 112 to report domestic violence in urgent situations.
A bag that will get noticed. For the issue that is often unseen.
To raise public awareness against the domestic violence, we have teamed up with a famous Estonian designer Karl Korsar and created a limited edition of NOTICE VIOLENCE bag expressing the idea of noticing violence in his unique style.Bag contain symbolic message, like eye embroidery that encourages to open eyes and notice violence. Safety belts used as handles symbolize the lack of safety for violence victims and a change of mindset needed in the society to protect them.
Wear these bags and pin as a symbol reminding to never close eyes to domestic violence.
Home, even the temporary one, has to be a safe and comfortable place. To improve the living conditions of the families affected by the domestic violence, we have done makeovers at the Tallinn Women’s Crisis Centre and Tallinn Women's Support Centre, where we renovated more than 200 square metres of premises so far.
Tallinn Women's Crisis Centre
To create a feeling of homeliness for those in need, we have completed a makeover of Tallinn Women’s Crisis Centre. During the makeover, a new look was given to four family rooms, two bathrooms, a hallway, and a kitchen with a living room.Before & after
Tallinn Women's Support Centre
Working hand in hand with local crisis centres helps us create a cosier and more welcoming athosphere for families to recover. See what changes were implemented at Tallinn Women's Support Centre where we gave a makeover to the kitchen, hallway and three living rooms.Before & after