Holocaust Memorial Day 80th anniversary remembered across OOH sites
Ocean Outdoor and JCDecaux are among the media companies that have again donated OOH space across major advertising sites in the UK in recognition of Holocaust Memorial Day today (Monday 27 January).
The campaign, developed by the Holocaust Memorial Day Trust (HMDT) and ad agency St Luke’s, focuses on “remembering the past for a better future” as it marks the 80th anniversary of the Holocaust.
It was inspired by the acknowledgement that this anniversary is likely to be the last major milestone in which survivors of Auschwitz are able to share their testimonies first hand.
The creative is centred on a simple photograph, shot pro bono by photographer James Day, of a real-life grandfather and granddaughter, whose hands come together to cradle a candle in remembrance of the Holocaust.
Apart from taking over Piccadilly Lights (pictured, above) at 8pm, the ad will also be seen across hundreds of digital OOH sites nationwide. Meanwhile, famous landmarks around the country will be lit in purple.
Brits are invited to join together for the annual “Light the Darkness” moment at 8pm. The HDMT marks not only the Holocaust but also Nazi persecution of other groups and the more recent genocides recognised by the UK government, as well as the genocide in Darfur.
In addition, the BBC will this year broadcast the annual Holocaust Memorial Day ceremony on television for the first time since 2020. Supplementary programming on TV, radio and online, as well as full coverage of the Auschwitz ceremony from Poland, will also be available.
The Holocaust Memorial Day has taken on renewed meaning this year amid a rise of overt antisemitism. Jewish community groups across Europe have warned of a global rise in antisemitism driven from both extremes of the political spectrum and unchecked hate speech across social media platforms.
Last week, X owner Elon Musk prompted widespread concern for appearing to make a Nazi salute at a Donald Trump rally.
“On the 80th anniversary of the liberation of Auschwitz, we are proud to partner once again with St Luke’s for this amazing outdoor campaign, reaching millions of people around the country,” said Olivia Marks-Woldman, CEO of the HMDT.
She continued: “As the Holocaust fades further into history, it becomes increasingly challenging for younger generations to connect with a tragedy so distant from their own experiences. This is why St Luke’s campaign, featuring a poignant image of a grandfather and granddaughter cradling a candle, is so powerful — it symbolises the bridge between generations, ensuring that the lessons of the Holocaust endure and are never forgotten.
“We hope that viewers will be inspired to be torchbearers, too, lighting the darkness for a better future.”