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Experiential
Ikea: Bully a plant
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To raise awareness around Anti-Bullying Day on 4th May, IKEA partnered with GEMS Wellington Academy in the UAE to conduct a unique social experiment with thousands of children, to raise awareness about bullying. We took two identical plants from our IKEA's garden section, and gave them the same amount of sunlight, water and fertiliser. The only difference being, we said words of criticism to one plant, and words of encouragement to the other, for a span of 30 days. By the end of the experiment, the impressive results spoke for themselves. Agency: Memac Ogilvy & Mather UAR
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