Digital Vigil: 6 Million Candles Illuminate Holocaust Memorial Day
In a poignant initiative by the Holocaust Memorial Day Trust, iconic outdoor advertising sites across the UK were ablaze with light on January 27, marking Holocaust Memorial Day. Crafted by creative agency St Luke’s, this impactful campaign aimed to create a nationwide moment of remembrance.
Digital Vigil Event:
At 8 pm, 400 OOH (out-of-home) sites bathed in light simultaneously, projecting thousands of lit candles. A profound visual representation unfolded, symbolizing the 6 million Jews who tragically lost their lives during the Holocaust. This evocative display lasted for a 10-minute vigil, inviting individuals nationwide to participate, either physically or through online channels.
Landmarks Alight:
Major cities, including Birmingham, Liverpool, Manchester, Edinburgh, and London, witnessed iconic landmarks such as Birmingham New Street, Liverpool Towers, Manchester Arndale, the Edinburgh Arch, and London’s Piccadilly Lights, immersed in the glow of 6 million virtual candles. The media space, generously donated by Global, Clear Channel, National Rail, Ocean Outdoor, and JCDecaux UK, contributed to the impactful reach of the campaign.
Annual “Light the Darkness” Moment:
Part of the Holocaust Memorial Day Trust’s annual “Light the Darkness” national moment, this campaign resonated with the theme of the Fragility of Freedom. The event encourages people to light candles in their homes, while famous British buildings and landmarks turn purple, creating a powerful moment of collective remembrance.
St Luke’s Pro Bono Contribution:
St Luke’s, in collaboration with CGI artist Richard Green, worked tirelessly to create thousands of virtual candles illuminating the outdoor spaces. Notably, all the efforts by St Luke’s for the Trust are pro bono, underlining their commitment to this significant cause.
Message of Hope:
Ed Palmer, Managing Director at St Luke’s, expressed the hope that the ‘digital vigil’ would play a crucial role in commemorating the Holocaust and other genocides, offering a message of hope amid the remembrance of atrocities.
Holocaust Memorial Day Significance:
Holocaust Memorial Day, observed annually on January 27, remembers the 6 million Jews murdered during the Holocaust, extending to the millions persecuted under Nazi rule and in more recent genocides globally.
Gratitude and Commemoration:
The CEO of the Holocaust Memorial Day Trust, Olivia Marks-Woldman OBE, expressed gratitude to all participating landmarks, St Luke’s, and media partners for supporting this solemn event, encouraging unity against identity-based persecution.
Conclusion:
This profound campaign, titled ‘Digital Vigil: 6 million candles,’ unfolded its visual symphony in January 2024. Crafted with care by St Luke’s, this Experiential and Integrated media campaign stands as a testament to collective remembrance, fostering hope and unity in the face of historical darkness.
