The Holocaust Memorial Day Trust lit up 6 million candles across 400 out-of-home sites nationwide on Saturday to represent the 6 million Jews murdered throughout the Holocaust.
Developed pro-bono by London agency St. Luke’s, the activation formed part of a 10-minute vigil that took place on Saturday (27 January) at 8pm at key UK sites including Birmingham New Street, Liverpool Towers, Manchester Arndale, the Edinburgh Arch, major London train stations – and a complete takeover of London’s Piccadilly Lights.
Out-of-home ad space for the campaign has been donated by Global, Clear Channel, National Rail, Ocean Outdoors and JCDecaux. The vigil will form part of the Holocaust Memorial Day Trust’s annual ‘Light the Darkness’ national moment, which sees British landmarks lit up in purple each year.
“The theme of this year’s commemorations, the Fragility of Freedom, presents an opportunity to reflect on the freedoms that we hold dear, and ways that we can challenge prejudice today,” Holocaust Memorial Day Trust CEO, Olivia Marks-Woldman OBE said.
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“In the face of rising anti-semitism and anti-Muslim hatred, it is more important than ever that we come together to create a world free from identity-based persecution. We are immensely grateful to every landmark that is taking part, as well as our partners at St Luke’s, Global, Clear Channel, National Rail, Ocean Outdoor and JCDecaux, for encouraging people to light the darkness.”
To support the out-of-home campaign, St. Luke’s has also created a 90-second social media film to explain why the Holocaust Memorial Day is such an important event.
St. Luke’s join chief creative officer, Richard Denney added: “It’s hard to grasp the sheer enormity of the 6 million lives lost in the Holocaust. By seeing 6 million virtual candles light up across hundreds of poster sites around the UK, one for each life lost, it puts these atrocities in a new light.
“We hope this ‘digital vigil’ will play its part in commemorating the Holocaust and other genocides around the world, offering a message of hope.”
