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.

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 and on Google StreetView you could see the actual house out of which the person had been deported.

We planted street posters in Germany cities that reminded people to keep their eyes open for Stumbling Stones in the pavement. And through an iPhone App users got access to further information like biographies, personal memories and photos.Thus we made the stumbling experience more tangible and revealed unique stories behind every name – because that´s what people will remember.

Shortly after we launched the online memorial was covered by more than 200 newspapers, online and offline. We were allowed to put online-banners worth $40,000 on highly frequented websites.All this resulted in more than 100,000,000 media contacts in 2 weeks.Over 45 cities in Germany and Austria immediately wanted to participate and made the data of their local stumbling stones available to us.

Donations for hundreds of yet to be placed stones were raised.

An Australian boy stumbled over the name of his grandmother and organised a family reunion. They met at the Stumbling Stone, for the first time in 60 years.'Likes' and 'shares' on Facebook showed that we reached our target audience: the internet generation.