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In recent years, anti-Semitism has surged around the world-hate crimes have increased while high-profile figures in entertainment, sport and politics continue to bring anti-Jewish … read morerhetoric into mainstream media. Meanwhile, our grasp of the horrors of the Holocaust threatens to become increasingly tenuous as more of the 150,600 Holocaust survivors die each year. The campaign, titled "Fighting to Remember," was created with McCann Tel Aviv. It aims to keep survivors' stories alive for youth on a platform they are most comfortable with. Even in Israel, awareness of the Holocaust has dwindled as the younger generation becomes more distanced from the survivors. According to Hebrew daily newspaper Maariv, 76% of Israeli teens have never met a Holocaust survivor. A recent survey also found that 48% of Jews age 18-29 were unaware of one of the most horrific mass murder events of the Holocaust, the massacre at Babi Yar. So Zikaraon Basalon, an organization dedicated to keeping survivor stories alive, decided to bring these stories to Gen Z on their own turf—through gaming. On April 17, Israel’s National Holocaust Memorial Day, Israel’s top gamers streamed themselves on YouTube playing Call of Duty World War II. But they were joined by special guests—Holocaust survivors who experienced the reality of what happened in those game maps. As the players walk through the game, survivors recounted their real-life experiences to bring into sharp relief the horrors they experienced in those locations. Avid gamers and the younger generation who may have become desensitized and distanced from the Holocaust were reminded that for Jews, these moments were not a game, but tragedies that have shaped their lives and continue to impact generations that have followed. According to the Bezek 2020 internet report, 69% of Israel youth are gamers, on average playing 21 hours of videogames a week. The participants in the campaign include Danny Ly Ziser, host of IGN Israel; gaming influencer Inde Game, known as the “Israeli MR Beast” and pop star Static, also a popular gamer who has collaborated on songs with the Black-Eyed Peas and Pitbull. The survivors include Moshe Kessler, one of the protagonists form the book “The Boy from Block 66,” Avraham Roet, a peer of Anne Frank; Shimon Greenhouse, who was imprisoned with his family in the Krasna Ghetto; Shimon Eyal, who had witnessed the beginning of the persecution of Jews in his native Paris and Rina Czaczkes who hid in a crowded tunnel underground for two years with four other people. "Fighting to Remember” will run across multiple platforms. The gamers will stream their COD walk-throughs with the survivors on YouTube, and the campaign will be teased across social media including on TikTok and Discord. The videos will also be shared in classrooms as part of students’ Holocaust education. A documentary series featuring 15-minute versions of the conversations will also be running on Amazon Prime.
read less...The Gamers:
Idan Telem ( https://www.instagram.com/idantelem_/)
Liraz Roso (https://www.instagram.com/static/)
Shai Ben Basat ( https://www.instagram.com/mrshibolet/)
Shlomi Ben Atar (https://www.instagram.com/shlomibenatar/)
Danny Ly Ziser (https://www.instagram.com/dannylyziser/)
The survivors:
Moshe Kessler
Aaron Pekin
Shimon Eyal
Rina Checzaks Axelbard
Shimon Greenhouse
The client:
Moran Zipper, Co-CEO, Zikaron Basalon
Michal Lippmann ,Co-CEO, Zikaron Basalon
Yarden Minzberg, Marketing manager, Zikaron Basalon
Agency:
Sapir Zagury-Geva, Creative Project Manager, McCann Tel Aviv
Rotem Pirani, Project Manager, McCann Tel Aviv
Avishag Bar Moshe, Strategic Planning Director, McCann Tel Aviv
Noa Zinman, Strategic Planner, McCann Tel Aviv
Pierre Lipton, Co-Chief Creative Officer, McCann New York
Ethan Schmidt, SVP Group Creative Director, XBC Creative
Chad Baker, SVP Group Creative Director, McCann New York
Emily Portnoy, Chief Strategy Officer, McCann New York
Stella Warkman, SVP Director of Creative Excellence and Operations, McCann Creative New York
Adrian Botan, CCO Europe, McCann Worldgroup
John Mescall, President CLC and Creative Product McCann Worldgroup
Carmen Bistrian, Global Product Excellence Director, McCann Worldgroup
Ann-Christine Diaz, SVP Global Director Creative Excellence, McCann Worldgroup
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