To bring Israeli Holocaust Remembrance Day to the younger generation, Leo Burnett Isreal and C Branded Content resorted to an unusual but timely campaign. They created a fictional Instagram account of Eva Heyman. In an Instagram story series, they showed what it would be like if a girl who lived during the Holocaust had had a smartphone and social media.
In the fictional Instagram account, Eva initially talks about carefree moments, her friends and her family - until times change, soldiers march up and she and her grandparents are finally deported to Ausschwitz.
Eva Heyman is a real person, a 13-year-old Hungarian girl who documented the last months of her life before she was taken to Auschwitz and murdered there in 1944. The campaign is based on her true story and is adapted from her diary.
The series officially took place from 1 to 2 May 2019 - 24 hours with a total of 50 Instagram stories, one published every 30 minutes. The last story was published during the Israeli holiday Yom HaShoah - at the same time that a siren sounded. The siren represents a two-minute reflection in which people across Israel pause for the victims and heroes of the Holocaust.
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