In Italy, domestic violence is a true national emergency, a wider and more submerged drama than is calculated or spoken about because many forms of domestic violence are not only unrecognized but also not reported. The 1522, a national anti-violence and anti-stalking number, is available to everyone, but few know about it. Therefore, few use it as a tool for defence and salvation, before it's too late. This is why, on the occasion of the International Day for the Elimination of Violence against Women, IKEA launched "The Red Flag Tag," an integrated and multichannel campaign designed to raise awareness about the Anti-Violence and Stalking number 1522 and all those red flags often not recognized as forms of domestic violence, with the risk of underestimating them and triggering the darkest of escalations: the one that leads to femicide, of which Italy has had a sad record for years. Because if it is true that domestic violence is not always visible or easily identifiable, it is necessary to help people recognize it, and then report it. This is how we have reinvented the iconic P-Tags of the brand, the world's most famous price tags, where quotes inspired by real stories of violence that express intimidation, devaluation, control, social isolation, and blame take the place of the product name and description, while the shelf number where to find the piece of furniture is replaced by the number where to find help: 1522, that of our helpline. The tags have accompanied the many products on display in the various showrooms and all the spaces and media available in all the stores across Italy, with a particular focus on Rome and Milan where a dedicated room has also been set up. The campaign has also had a social and digital impact, on Meta, TikTok, LinkedIn and the brand's website. All this has generated a relevant public conversation, leading not only to a significant increase in calls to 1522 but also to being heard by the Italian Government, which has moved to increase funds to support victims of domestic violence.