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HMDT
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Every year on the 27th of January, the anniversary of Auschwitz’s liberation, the Holocaust Memorial Day Trust invites people to take part in their Light the Darkness moment.
At 8pm, candles are lit across the UK in a moment of remembrance of the Jewish people murdered during the Holocaust.
We partnered with HMDT to create a nationwide ‘digital vigil’ for Holocaust Memorial Day 2024. We lit up 6 million virtual candles on over 400 digital outdoor sites across the UK. One for every life lost in the Holocaust.
“6 Million Lives Lost, 6 Million Candles lit”
With the help of our generous media partners Ocean Outdoor, Clear Channel, JCDecaux and Global, these virtual candles appeared on sites all over the UK, including the iconic Piccadilly Lights in London.
Prior to 8pm, digital out of home sites displayed thousands of individual unlit candles, inviting people to take part in the Light the Darkness event later that night. At 8pm, these candles were lit on billboards all around the UK simultaneously.
With this digital vigil, we remembered not only those lives lost in the Holocaust, but also other genocides around the world, offering a message of hope on how we can learn from the past to protect our future.
With this digital vigil, we remember those lives lost in the Holocaust, but also other genocides around the world, offering a message of hope on how we can learn from the past to protect our future.
The initiative received a combined total of 116 million impressions across media outlets. And HMDT’s owned social media reach doubled to 16 million.
Last year, we created a poignant press and poster ad with a simple visual connection between barbed wire, which has become synonymous with the camps in which these atrocities took place, and exercise books in which lessons can be recorded.
The headline asks the question: “What lessons can we learn from the Holocaust?”
The campaign ran on Holocaust Memorial Day in The Metro and at key digital outdoor sites across London, Coventry, Hull and Liverpool.
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