Shockingly 50% of the young Germans do not know what the Holocaust is. That's why we transferred one of the world's largest Holocaust Memorials into the world's largest online Holocaust Memorial: the Stumbling Stones. For every victim of the Nazi regime, there's a stumbling stone in front of their last freely chosen domicile. Currently there are over 32,000 all over Europe.

The Idea: let our target audience stumble where they spend most of their time: online.

Shortly after we launched the online memorial, offline and online press coverage took off.Over 45 cities in Germany and Austria immediately wanted to participate and made the data of their local stumbling stones available to us.

Several schools initiated research projects.Donations for hundreds of yet to be placed stones were raised.

Likes and Shares on Facebook showed, that we reached our target audience: the internet generation.

Instead of bringing young people to the memorial stones, we brought the stones to the people. We let them stumble online.We placed the stones as banners for users to stumble upon. You could find the stones on Google Maps, on street posters and through an iPhone provided further information about the victims. We made the faces behind the stones visible.