holocaust education week 2020

Hindsight 2020

challenge

Since 1982, Holocaust Education Week (HEW) has inspired and engaged people across the GTA in learning about the Holocaust. HEW has grown to be an internationally recognized best practice in Holocaust Education. Thoughtful and pedagogically sound programming that remembers the past while helping build a strong, civil society that respects diversity while dispelling antisemitic and racist myths has been a hallmark of HEW. Holocaust Education Week 2020 continues this important legacy.

In 2018, Field Trip & Co. was entrusted with the event rebrand. Building on that success, we were re-engaged to launch HINDSIGHT 2020: a virtual event to highlight the importance of remembering the past to transform the future.

INSIGHT

Hindsight 2020: The ability to understand an event or situation only after it has happened.

Approach

Dendrochronology derives from Ancient Greek dendron, meaning “tree”, khronos, meaning “time”, and -logia, “the study of”. More commonly known as tree rings. This inspired us to adopt a circular typographic approach to the theme, using neon pink and yellow on a black backdrop for a bold and modern approach. The design system translated in to motion with the addition of a typographic sun in both colours.

The integrated campaign launched with a fundraising mailer followed by a mix of digital, motion, print and out-of-home transit placements in the Greater Toronto Area. The campaign expanded awareness of and interest in attending the Virtual event.