We delivered the Guardian's G2 front page and 12 inside pages, together with a slate of TV and radio, for Holocaust Memorial Day
The challenge
Holocaust Memorial Day takes place on 27 January each year. While the Trust generates a large amount of coverage each year, the Trustees felt they weren’t hitting the nationals, particularly broadcast, and much of the coverage failed to convey the aims behind the Day. Our challenge was to deliver national coverage which didn’t just name check the Day, but explained its relevance too.
Our response
We developed the My Family portraits project which involved photographing survivors with their youngest grandchild. This would help make the connection between what happened 65 years ago and current day.
We pitched this, initially, as an exclusive to the Guardian, who also interviewed each of the survivors. As well as telling their stories, each survivor explained why it was important not just to learn about history, but to learn from it.
Results
We also had national broadcasters in our sight and worked closely with planning desks well ahead of the day. Our tenacity paid off and in particular, an early conversation with BBC News Planning set us up nicely for a wealth of on-message coverage on the day.
The Guardian dedicated the front page of G2 plus twelve pages to HMD. The introductory article which carried quotes from the HMDT CEO clearly explained the relevance of the day.
The day itself got off to a great start with coverage on BBC Radio 4, followed by the BBC News Channel which included a live interview with the CEO. Momentum built throughout the day, including pieces on BBC London TV and radio, as well as a package on the BBC’s One Show.
