The younger audience consumes more podcasts than average. Therefore, we decided to bring the memories to life via audio & reach them directly via the media channels they over-consumed.

eg channels: DOOH, Podcast platforms (Spotify, Deezer, Youtube Music, Pandora, Apple Music) & campaign website.

To ensure every story was told in the best possible manner, each story was created in a unique way by using survivors' (and relatives) VO, authentic audio footage of WWII, written logs, or personal documents (like photographs and goodbye-letters).

On the 4th of May, at exactly 8pm, everyone in the Netherlands is being silent for two minutes to remember the victims of the Second World War (WWII). But with the generation that experienced the war itself rapidly disappearing and our society becoming more diverse. It is becoming increasingly difficult to keep the memory of the WWII and the importance of 4th May alive.

The goal of this public campaign was therefore to increase involvement and awareness around the 4th of May and keep the WOII memories a live.

To keep the memory of WWII alive among the younger generation, we asked WWII survivors & their relatives to share the 2 minutes they never forgot about World War II.

By doing so, we created 17 audio stories resulting in the worlds largest WWII Audio memorial.

Each story was told in a unique form that fitted the memory best and lasts 2 minutes, the exact same time the whole nation is silent.

We brought the stories to multiple platforms in a way that fits not only those platforms, but also taps into the way the audience uses these platforms. By connecting podcasts to emotional stories, told in just 2 minutes. To ensure every story was told in the best possible manner, each story was created in a unique way by using authentic audio footage of WWII, written logs or personal documents (like photographs and goodbye-letters).

Followed by an integrated media campaign: a television commercial, radio spots, (D)OOH and social media posts.

In cooperation with the National Committee 4 and 5 May and various historical war institutions, we searched for different WWII stories. A complex process because the stories had to properly reflect the different victim groups (Holocaust, military, Dutch Indians etc)

All stories were recorded during emotional interviews with survivors or family members. To bring each memory to life real sound fragments (from radio & TV broadcasts), written logs and personal documents (such as farewell letters) were used to tell the story. Together the 17 stories form the first aural memorial of World War II.

To increase recognizability a sound logo was created, inspired by the sound of the National Remembrance Day.

To activate people to listen to the stories, an integrated campaign was created, including DOOH, Social media, (online) radio, PR, and an emotional TVC, in which the (grand)children went back to the place where the story had really happened.

Within a few days, the stories had been listened to more than 450,000 times. Moreover, the stories were picked up by various media including Koffietijd, NOS, and popular radio stations such as Radio 5 and Sublime FM. This resulted in 10 million impressions via earned media.

Looking at the behavioural objectives specifically for youth participation (the focus target group), the campaign has been very effective. After the campaign, 1 in 4 young people say they have listened to the stories, 1 in 3 young people say they have talked to others about the stories and 1 in 5 young people say they have shared the stories online.

Campaign effect measurement shows that the campaign had a positive result on engagement with the 4th of May. We saw a significant increase among the target audience from 81% before the campaign to 91% after the campaign regarding the importance of 4 May.

Most podcasts are listened true the big podcast channels like Spotify, Deezer, Youtube Music, Pandora, Apple Music.

Since the end of the Second World War, the Netherlands has been commemorating the victims of the WWII. On the 4th of May a national ceremony is held in the presence of the king and the head of state. This national remembrance is held simultaneously with local commemoration ceremonies in nearly every town and city in the Netherlands. At 8pm, the entire country is silent for two minutes.