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About This Project
Summary
The ADL Holocaust Education Teen campaign expanded ADL’s Echoes & Reflections direct-to-educator model to bring quality Holocaust education directly to young people. To push back against misinformation, we worked directly with Holocaust survivors to share their authentic testimonies and historical facts. To reach teens where they are most engaged, we worked with large and small influencers – Ellie Zeiler, Montana Tucker, and Eitan Bernat – and boosted influencer content on TikTok and Snapchat.
Goals & Objectives
Our goals were to reach a wide teen audience, increase awareness of the need for quality Holocaust education, and push back against misinformation. The campaign also aimed to gather information from users about their Holocaust education to identify gaps in their education.
Results & Impact
The campaign reached nearly 11 million unique users (age 13-17) across 120 posts, 8 influencers and 5 social platforms. One notable finding was that nearly 40% of users 13-17 years old indicated they had not received sufficient Holocaust education, highlighting the need for this type of campaign.
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