Charity the Holocaust Memorial Day Trust has unveiled a social media campaign featuring former football players interviewing survivors for Holocaust Memorial Day (27 January).
The campaign marks the 80th anniversary of the liberation of the concentration camp Auschwitz-Birkenau.
The campaign ‘For a better future: Football and Holocaust Memorial Day 2025’ shows footballers Glenn Murray (Brighton), Carlton Cole (West Ham), Per Mertesacker (Arsenal), Katie Chapman (Chelsea), and Ledley King (Tottenham) interviewing Holocaust survivors.
Olivia Marks-Woldman, chief executive of the Holocaust Memorial Day Trust, said: “This collaboration highlights the importance of unity, diversity, and collective responsibility. By sharing survivors’ stories through football and social media, we continue to champion empathy and create a world that values every individual, regardless of their background.”
The footballers are joined by young football fans.
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The Holocaust survivors shown in the interviews are Alfred Garwood, John Hajdu, Joan Salter, Dr Martin Stern and Janine Webber.
One spot in the series shows Murray and a young fan listening to Salter as he talks about the “poison of hatred”.
Joel Macadar, founder and chief executive of agency 8original, said: “It was an honour for myself and the team at 8original to contribute to this meaningful project. In particular, I want to thank Josh Gaventa for his outstanding project management and creative direction, which helped bring the vision of this campaign to life.
“I’m also incredibly proud of our talented creatives who poured their passion and ingenuity into every aspect of this project, from concept development to execution. This project was about ensuring the voices of Holocaust survivors reach the widest audience possible, and I’m humbled that we could play a part in amplifying their stories through the power of social media. The opportunity to create something so impactful alongside our partners is a privilege we’ll carry with us.”
The campaign was produced by social media agency 8original and Jewish News.
The series is being rolled out across social media, including platforms run by the football clubs, Jewish News, and the Holocaust Memorial Day Trust.
