Instagram campaign

The Instagram story series officially launched on Wednesday, May 1 and ended on Thursday, May 2 with the sound of the Yom HaShoah serene—a two-minute solemn reflection, where people all over Israel stand still for the victims and heroes of the Holocaust.

In its first 14 hours, the campaign earned over 700,000 followers, 100+ million views and 200 million searches. It received coverage by media outlets in 50 countries, including The New York Times and Washington Post

A fictional Instagram account was created to document the last months of Eva Heyman, a 13-year-old Hungarian Holocaust victim, in a first-hand way to more directly engage with the post-Millennial generation—a demographic less connected to Holocaust Remembrance Day and what it commemorates.