Manila, Philippines – IKEA Philippines is reminding families that moms make everyday life look a little too easy.
The home furnishings retailer has launched “Mama Manuals”, a campaign designed to help dads and kids take on the daily household responsibilities that moms often manage behind the scenes.
Released initially for Mother’s Day but made available year-round, the initiative features a series of step-by-step guides inspired by IKEA’s signature instruction manuals.
The campaign highlights the invisible labour many mothers carry daily—from organising kitchen drawers and folding bedsheets to preparing meals and keeping the home running smoothly.
Through the manuals, IKEA Philippines encourages families to experience firsthand just how much effort goes into tasks moms routinely make look effortless.
According to IKEA Philippines, the initiative was inspired by the idea that the people who contribute the most at home are often recognised the least. The campaign also ties back to IKEA’s long-standing positioning around creating a better everyday life at home.
“Mama Manuals opens our eyes to what moms do and celebrate them by paying it forward,” said Cidge Laxamana, External Communications Manager at IKEA Philippines.
The manuals are available for free through IKEA Philippines’ official Facebook and Instagram pages, allowing families to download and use them beyond Mother’s Day as a reminder that helping at home should not be limited to a single occasion.
