IKEA Philippines turns its instruction manuals into a tribute to mothers

IKEA Philippines is encouraging families to take a closer look at the often-unseen work that keeps a household running through a campaign called Mama Manuals, a series of instructional guides designed to help dads and children step into their mothers' shoes.

Originally launched around Mother's Day, the initiative remains available year-round, positioning itself as both a practical resource and a broader reminder of the everyday responsibilities many mothers manage behind the scenes.

Drawing inspiration from IKEA's globally recognised assembly manuals, the campaign translates routine household tasks into easy-to-follow guides. The manuals cover everything from defrosting dinner and organising condiment drawers to storing plastic bags, fitting bedsheets correctly and keeping floors spotless.

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The campaign's central message is that many of the jobs mothers perform daily appear effortless only because they are done so consistently. By breaking these tasks down into step-by-step instructions, IKEA aims to help other family members better understand the amount of work involved in maintaining a home.

According to IKEA Philippines, Mama Manuals was developed from the observation that the people who contribute most to everyday family life are often the least acknowledged. The campaign aligns with the brand's longstanding focus on creating a better everyday life at home, while recognising the role mothers play in making that possible.

"At IKEA, we believe in the beauty of everyday life at home," said Cidge Laxamana, external communications manager, IKEA Philippines. "Mums are the architects of that everyday life, and this is our simple and meaningful way to finally say thank you. Mama Manuals opens our eyes to what mums do and celebrate them by paying it forward."

Beyond functioning as practical how-to guides, the manuals are intended to encourage greater appreciation for the often invisible labour involved in running a household. The campaign also reinforces the idea that supporting mothers should extend beyond a single annual celebration.

By repurposing its signature manual format, IKEA connects a core element of its identity with a cultural insight around family dynamics and caregiving, transforming a product-related symbol into a vehicle for social recognition.

The Mama Manuals are available free of charge through IKEA Philippines' social media channels, including Facebook and Instagram, allowing families to access the guides whenever they need a reminder - or a helping hand - when mum takes a well-deserved break.

Step into PR Asia Philippines 2026 on 9 September in Manila, where communications leaders will unpack the realities of trust, nationalism, misinformation, and polarisation shaping the country’s evolving narrative landscape.

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