In the Spring of 2014, Edelman Digital, the digital arm of Edelman in New York worked with our Integrated Advertising class to come up with a strategy and campaign for the Auschwitz-Birkenau Foundation. The challenge was to come up with a strategy and campaign that would help ABF raise the remaining funds it needed to operate consistently. The class was first split into teams then worked together under one team.

As a team, our final campaign was Auschwitz Birkenau Foundation: This isn’t History. Targeting millennials, we wanted to approach them with an emotional narrative. We wanted to send the message that what happened during the Holocaust still happens today and in order to try to prevent it, we must preserve spaces like Auschwitz to remind us of these atrocities. We researched cause based campaigns like To Write Love on Her Arms and RED to support the idea of creating a grassroots movement. This isn’t History would include tours with speakers and street teams to not just get people donating, but people involved.

As the project manager for this project, I managed the class as well as helped with anything that needed to be completed. Voted as one of the five students to go to New York, I presented and helped with the last finishing touches and the flow of the presentation.


Project Management, Strategy, Market Research