Challenge
For the first since its founding, the March of the Living did not take place at Auschwitz-Birkenau on Yom HaShoah, due to the global outbreak of Coronavirus.
To establish of a virtual March of the Living memorial project. As part of this venture, we called on Jews and non-Jews, in Israel and around the world, to leave a personal message along the train tracks of Birkenau through the digital means created, to commemorate those who perished in the Holocaust and to honor survivors.
Strategy
To develop and promote a mini-site in three languages (Hebrew, English and Spanish) that calls on the public to join MOTL and commit to fighting Antisemitism. Together we sent a message to the world: #NeverMeansNever
Results
Media collaborations - Ynet news, Vesty and Jpost
Local and global PR - Extensive coverage on local and global media
Israeli and global influencers who will help bring and increase exposure to to the project
Local and global PR - Extensive coverage on local and global media
Israeli and global influencers who will help bring and increase exposure to to the project
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