The Swedish Holocaust Museum is tasked with educating the public about the Holocaust. But holocaust denial is increasing, with 53% of Europeans reporting a rise in their countries. At the same time, headlines are filled with stories of genocide, antisemitism and islamophobia. The risk is not only that history is forgotten. It’s that it starts to repeat itself.

Repetition drives learning. And action. On Holocaust Remembrance Day, 80 years after the liberation of Auschwitz, the Swedish Holocaust Museum took over every ad space in Fokus, Sweden’s leading political news magazine. With one message. Repeated. The Holocaust. The Holocaust. The Holocaust. Page after page. On the final page, the message became clear. We will continue to repeat ourselves so that history doesn’t.

The campaign made a cultural impact from day one. Visits to the museum rose by 110% during the campaign period. Website traffic doubled, resulting in the highest monthly traffic in the museum’s history, with 30,266 unique visitors. The idea was covered by national media, including radio and the biggest morning shows. It also influenced the platform itself, as the magazine Fokus aligned its main editorial story with the message.