Leo Burnett Israel Brings Eva Heyman’s Diary to Life in honor of Holocaust Remembrance Day
Leo Burnett Israel shares Eva Heyman’s Holocaust journey via Instagram Stories to engage the younger generation with Holocaust Remembrance Day.
Imagine what we would have seen if a girl who lived during the Holocaust had a smartphone, social networks and could have documented everything she was experiencing.
Leo Burnett Israel’s campaign for Holocaust Remembrance Day, shows us. “What if a Girl during the Holocaust had Instagram” follows Eva Heyman, a 13-year-old Hungarian Holocaust victim, as she documents the last months of her life before being taken to Auschwitz.
The campaign is based on a true story and adapted from the diary Eva Heyman left behind in 1944. A fictional Instagram account was created to document Eva’s life during the Holocaust in a first-hand way to more directly engage with the post-Millennial generation—a demographic less connected to Holocaust Remembrance Day and what it commemorates. The campaign meets it’s audience on-screen—where they spend their time—and educates them directly on social media.
Since the announcement of the campaign, “What if a Girl during the Holocaust had Instagram” has gained global success and recognition. It’s received coverage by media outlets in 50 countries, including The New York Times and Washington Post. In its first 14 hours, the campaign earned over 700,000 followers, 100+ million views and 200 million searches.
The Instagram story series officially launched on Wednesday, May 1 and ended on Thursday, May 2—a 24-hour run totaling 50 Instagram stories, with one published every 30 minutes. The very last story in the series was published during Israel’s observance holiday—Yom HaShoah—at the same time a siren sounded. The siren signifies a two-minute solemn reflection, where people all over Israel stand still for the victims and heroes of the Holocaust.