Illinois Holocaust Museum Heroes of the Holocaust Ad Campaign
The Illinois Holocaust Museum & Education Center engaged MATTER in changing the perception that the Holocaust was "in the past" and had little connection to the world of today. They wanted us to create an integrated advertising campaign that was approachable but also spoke to the seriousness and impact of the Holocaust.
MATTER developed the “Heroes of the Holocaust” brand awareness campaign that speaks to the powerful impact that one individual can make. The stories in this campaign were taken from individuals who have helped aid in the survival of of a Jewish refugee. They were written as if they were taken out of today’s headlines to help bridge the past to the present. The integrated advertising campaign includes print, on premise collateral, digital and outdoor billboard ads and rich media banner and social media.
While MATTER didn’t do an official marketing results study on the Holocaust advertising, we were told from the client that the campaign was overwhelming received by the Board and staff and it was clear to the Museum that it brought more awareness to the Chicago and surrounding areas of it’s existence. The Illinois Holocaust Museum and Education Center is located in Skokie, which is a suburb of Chicago and does not have a sign on the outside of the building. This has made it difficult for them to increase the traffic to the museum. We were told that the number of visitors have increased since the inception of the campaign.