Swedish Holocaust Museum: The Holocaust, The Holocaust, The Holocaust

Far-right movements are gaining momentum in Europe and the United States. Genocide has become an increasingly relevant topic in public discourse. At the same time, a growing number of Holocaust survivors are passing away.

On Holocaust Remembrance Day, marking the 80th anniversary of Auschwitz’s liberation, the Swedish Holocaust Museum launched a bold campaign centered around repetition to ensure that history is never forgotten.

Just days after Elon Musk's alleged Nazi salute, the museum took over one of Sweden's major political news magazines, Fokus. The magazine was filled with the phrase “The Holocaust” in varying ad formats – from small columns to full pages and spreads – creating a powerful visual statement about the importance of remembering the Holocaust. The final full page bore the words: "We will continue to repeat ourselves so that history does not."

With this campaign, the museum aimed to highlight the need to keep the memory of the Holocaust alive and emphasize the importance of preserving and spreading knowledge to prevent history from repeating itself. Other than the Fokus takeover, the campaign consisted of repetitive social posts, ads in national newspapers and radio spots.

The campaign was so impactful that the magazine even dedicated its leading story to the Holocaust.