As we fast approach the 70 year anniversary of the liberation of Auschwitz, the generation of survivors is unfortunately fast dying out. These Holocaust survivors, as well as their children and grandchildren, have noticed that with the passing of time, new generations are becoming less interested in learning about the Holocaust and in perpetuating its memory to ensure it never happens again.

It is also well known that for any historical subject to gain interest among today’s youth is exceptionally challenging, so to get them involved in what happened in the Holocaust it would be necessary to create a new and distinctive approach.

A number tattooed on the arm - one of the most horrendous symbols of the Holocaust and an everyday reminder for Holocaust survivors.

It's the survivors’ last chance to tell the story behind their numbers. We used this unforgettable symbol as a way to deliver a radical idea.

With very limited funds it would be important to build a story that would be worthy of national high profile PR coverage. The campaign did just that.

The event was highly important in its own right, but the intention to gain exposure for the story among national and international media was a key element in perpetuating the memory of the horrors of the Holocaust.

On national Holocaust day, under the watchful eye of Holocaust survivors and their families, thousands of teenagers across Israel and abroad were given a temporary tattoo sticker with a number.

These were the same numbers that had been tattooed on the arms of prisoners in the Auschwitz concentration camp. In addition, postcards with important information about the project were distributed, including a QR code which led directly to the survivor's personal tragic story. Hundreds of stories were documented for the first time on the web and were made accessible to a digitally connected generation.

In the weeks leading to Holocaust Memorial Day, the project sparked a heated debate nation-wide and abroad about Holocaust survivors and the importance of passing on their stories to future generations.

For the first time in Israel, Holocaust Memorial Day was mentioned in the media for an entire month.

Government members joined the debate, and soon after, new legislation was passed adding 50 million shekels to the National Holocaust Fund. But most importantly, an unprecedented number of young people got the chance to meet Holocaust survivors face to face and hear their stories.