2021 Social & Influencer

INSTAGRAM HISTORY

TitleINSTAGRAM HISTORY
BrandSTUMBLING STONES COMMITTEE
Product/ServiceSTUMBLING STONES COMMITTEE
Category A06. Not-for-profit / Charity / Government
Entrant IMILLE Milan, ITALY
Idea Creation IMILLE Milan, ITALY
PR IMILLE Milan, ITALY
Production IMILLE Milan, ITALY
Credits
Name Company Position
Marta Nava Imille srl Copywriter e Project Leader
Giovanni Nava Imille srl Art Director
Florencia Vieyra Imille srl Motion Designer

Why is this work relevant for Social & Influencer?

For one day, those with the strongest social media followings lent their voices to those who were silenced by Nazi-fascism, turning their Instagram Stories into History. AC Milan, Internazionale FC, Lo Stato Sociale, Mahmood, Noemi, Elisa, I Ministri, Selton, Costantino della Gherardesca, Stefano Boeri, Beppe Sala, Ghemon and many others shared on Holocaust Remembrance Day the lives of the deportees in their IG Stories, making them stand out online completely for free.

Background

The Stumbling Stones were created to commemorate those who lost their lives during the mass Nazi-fascist deportations from Milan. These golden cobblestones are located in front of the houses where the deportations took place. During the COVID lockdowns, it became impossible for everyone to visit them. Also prohibiting the survivors from speaking in schools and sharing their stories with a new generation.

Describe the creative idea (30% of vote)

We turned Instagram Stories into history lessons through a social media awareness campaign with the help of Gen Z, digitally preserving the memory of the lives lost in Nazi-fascist deportation.

Describe the strategy (20% of vote)

During the lockdown, people were unable to go outside and life moved to social media. To tell the stories of deportees as the Stumbling stones do, we asked for the help of the most important experts in online content creation: GenZ.

Describe the execution (20% of vote)

Our project started in schools. For months, we pieced together the stories of the victims of WWII and brought them back to life in the digital world. Those with the strongest social media followings lent their voices to those who were silenced by Nazi-fascism, turning their Instagram Stories into History. On January 27th, the Stumbling Stones stood out, for the first time digitally, as the Memory of the lives they represent.

List the results (30% of vote)

The campaign was not sponsored and all the results were obtained organically. In one single day, we reached: More than 2.700.000 impressions; + 5000 followers; More than 13.750 interactions; and national press coverage. 16 top influencers joined the campaign for free