Amidst rising hate and intolerance in Brazil, “The Last Survivors” campaign- led by UNESCO, Holocaust Museum of Curitiba, and CONIB- aimed to bridge Holocaust memory with the nation's current context. By intertwining past and present, it connected two distinct generations of survivors in a unique encounter. The acknowledgement of the last chance to learn from survivors spurred dialogue and educational initiative. Reviving Holocaust interest, searches increased by 56% and a partnership with the Education Department birthed a project, equipping teachers and students to combat hatred.
Brazil wasn't directly involved in World War II and didn't witness the atrocities of the Holocaust in the same way European countries did. In Brazil, the expression of hatred is mostly directed towards other groups, such as people of color and LGBTQIAP+ individuals.
The challenge was to go beyond reviving the memory of the Holocaust. It was essential to bridge that with the reality experienced in Brazil, identifying the similarities between the violence suffered by past and contemporary victims of hatred.
Brand objective - Enhancing Brazilian interest in the Holocaust / KPI: Google searches for the term 'Holocaust': The reference point is the searches in recent years, which had been declining.
Marketing objective - Stimulate discussion about Holocaust Remembrance Day / KPI: Media outlets and key influencers engagement
Campaign objectives - 1. Disseminating the message to the widest audience possible/ KPI: Reach (Number of people reached): Reference is the Brazilian population, 217 million. ; 2.Encouraging participation from society / KPI: Adoption of stories
The campaign was designed to encompass Brazilian society. Nonetheless, certain groups would have greater significance, due to their increased vulnerability and/or influence in tackling the challenge. With the intention of weaving together the stories of transgenerational survivors and their different backgrounds, the message was represented by the Black, Indigenous, and LGBTQIAP+ communities, some of the most vulnerable groups amidst the rising wave of hate violence in Brazil in 2023¹, along with Holocaust Survivors.
The testimonies of survivors play a pivotal role in upholding memory, they connect us to those traumatic events, providing a unique understanding of the atrocities committed. However, time is relentless. Survivors are aging. Their average age is 84, and approximately 40 survivors pass away each day². This places us before a unique responsibility: we are the last generation to share direct interaction with these living witnesses. This awareness fuels the core element of the "The Last Survivors" campaign: intertwining Holocaust memory with the present and future.
The meeting of these two generations was portrayed through television and social media films directed by Cao Hamburger, an award-winning filmmaker of Jewish descent. Through individual videos, we delved into the experiences of the six survivors. These films and videos were shared on social media as well as on a dedicated platform.
The campaign had limited resources, which made a PR strategy crucial to achieving widespread participation and maximizing diffusion. Through strategic partnerships, an innovative narrative, relevance to the current context, and a launch scheduled for a significant date, the campaign sought to attract media attention and garner support from influential figures.
The decision to air the films on television considered the potential this medium has to reach the widest possible audience. Collaboration with leading Brazilian TV networks facilitated the free placement of the films during breaks of highly popular programs such as "Big Brother Brasil". The campaign also leveraged on the internet. The films and other content were shared across major social media platforms. This strategy encompassed the main films and six additional videos made available for sharing, which encouraged individuals to become a part of the fight against hatred. The strategy also targeted and resulted in considerable interest from major newspapers and the involvement of celebrities, influencers, and authorities, generating waves of awareness and action from various directions, permeating all layers of society and catalyzing a substantial shift in collective mindset.
In response to the increase in Nazi attacks within Brazilian schools, the campaign also aimed to educate students about the consequences of intolerance. With UNESCO as an advocate, the campaign sought to equip educators with tools to lead discussions on these topics.
The establishment of an educational project with UNESCO and the São Paulo Department of Education. This project aims to reinforce Holocaust memory within public schools.
The campaign managed to reverse a concerning trend, the decline in Google searches for the term 'Holocaust', with a remarkable increase of 56%.
PR efforts propelled the campaign into over 50 press publications, both nationally and internationally, amassing more than 1.3 thousand mentions. The extensive media coverage resulted in an estimated media value of R$ 17 million.
The message transcended barriers with a reach of 200 million Brazilians, nearly the entire population of the Country. Over 60 thousand people adopted the shared stories, demonstrating a strong commitment to combat historical erasure and intolerance. The participation of over 100 influential figures, including celebrities and politicians indicate cross-sectional support for its message.
In summary, the media mix and channel strategy of the "The Last Survivors" campaign played a crucial role in its phenomenal success. The strategic combination of television broadcasts, online presence, the appeal for story adoption, and engagement with the media ensured comprehensive and deep exposure of the campaign's message. The campaign's success was also influenced by crucial external factors. The expertise and sensitive approach to a delicate topic were provided by UNESCO, the Holocaust Museum of Curitiba, and CONIB. Their deep understanding allowed them to become prominent advocates of the campaign, enriching the public discourse on Holocaust memory and combating hatred on Holocaust Remembrance Day.
