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

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