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Every year on the 27th of January, the anniversary of Auschwitz’s liberation, the Holocaust Memorial Day Trust invites people to take part in their Light the Darkness moment.

At 8pm candles are lit across the UK in a moment of remembrance for the 6 million Jewish people murdered during the Holocaust.


Following our proactive outdoor campaign in 2023, we partnered with HMDT again on a pro-bono basis to create a nationwide digital vigil on Holocaust Memorial Day itself.


“6 Million Lives Lost, 6 Million Candles lit”

With the help of our generous media partners Ocean Outdoor, Clear Channel, JCDecaux and Global, we lit up 6 million individual virtual candles on over 400 digital billboards across the nation, including the iconic Piccadilly Lights in London. 


Prior to 8pm, digital out of home sites displayed thousands of individual unlit candles, inviting people to take part in the Light the Darkness event later that night. At 8pm, these candles were lit, each one commemorating one of the individual lives lost during the Holocaust. 


The sheer enormity of 6 million lives is a hard quantity to grasp, so by seeing 6 million virtual candles light up across these sites, one for each life lost, it puts these atrocities in a new light. 


With this digital vigil, we remember those lives lost in the Holocaust, but also other genocides around the world, offering a message of hope on how we can learn from the past to protect our future.


Last year, we created a poignant press and poster ad with a simple visual connection between barbed wire, which has become synonymous with the camps in which these atrocities took place, and exercise books in which lessons can be recorded. 


The headline asks the question: “What lessons can we learn from the Holocaust?”

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The campaign ran on Holocaust Memorial Day in The Metro and at key digital outdoor sites across London, Coventry, Hull and Liverpool.

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