Campaign: Second Opinion

Stuart Gendall, director of corporate communications at The Royal British Legion, handles PR for the Poppy Appeal and Remembrance Day.

In its four years of existence, Holocaust Memorial Day has been no stranger to controversy. This year saw media furore over the swastika gaffe by Prince Harry and reports of political pressure on the Muslim Council of Britain to change its position of non-attendance.

Against this background, the preparatory work of Luther Pendragon paid dividends. By concentrating on the stories of survivors, the campaign reinforced the need to remember this terrible chapter of history and made it relevant to a modern audience.

In many respects, this was a conventional campaign mirroring tried and tested methods. But credit is due to Luther Pendragon for managing to steer the media's endless appetite for sensationalist case studies towards moving, thought-provoking and positive personal stories.

The campaign was successful at reinforcing the uniqueness of the Holocaust, by focusing on the scale and intent of Adolf Hitler's Final Solution and the numbers of perpetrators.

The team managed to balance this message against a natural inclination to lump it together with, or compare it to, other episodes of awful slaughter.

Creativity: 3

Delivery: 5

8 out of 10

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

The latest social media fail case study: #myNYPD

The latest social media fail case study: #myNYPD

The NYPD's Twitter fail offers another social media lesson for organisations.

Edelman US chief Mark Hass steps down

Former top lobbyist and H&K CEO Robert Gray passes away at 92

Former top lobbyist and H&K CEO Robert Gray passes away at 92

Robert Gray, an influential Washington, DC, lobbyist and former chairman and CEO of Hill & Knowlton, passed away last Friday. He was 92.

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.