PROJECT AIMS

The film helps to raise awareness of HMDT’s 2014 ‘Journeys’ campaign in the lead up to Holocaust Memorial Day (HMD) on 27 January.

Exploring unusual journeys taken by a mix of real people, the film aims to provoke conversation and drive viewers to the campaign website.

 

INTENDED AUDIENCE

The general public. The film will be shared in the lead up to Holocaust Memorial Day through online marketing, social networks, at school and community events and within PR activity.

It’s hosted on YouTube and streamed on the campaign website http://journeys.hmd.org.uk, which encourages visitors to ‘Take a Step’; an online pledge of support, lobby their MP and share messages of support across Twitter and Facebook.

 

MEASURES OF IMPACT AND EFFECTIVENESS

HMDT will conduct a thorough evaluation of their 2014 campaign – the film will be included in this, measured by number of YouTube views it receives and quantity of traffic it generates to the campaign site. The film, uploaded on 14.01.14, aims to receive 50,000+ views by 27th January.