The United States Holocaust Memorial Museum (USHMM) is a global leader in Holocaust education, but with younger generations engaging with content in new ways, it faced a challenge: reaching today’s 13-17-year-olds. USHMM needed a social strategy that would resonate with young people, empowering them to identify and combat antisemitism and misinformation by becoming informed, thoughtful consumers of news. To achieve this, we conducted bespoke research to understand the behaviors and motivations of this cohort, creating audience profiles to guide the Museum’s approach.

Using our deep understanding of teen behavior, we crafted a hook-driven, relatable storytelling strategy that connected teen audiences with powerful, personal details from Holocaust survivors' stories. This strategy led to immediate impact: in H1 2024, USHMM saw 422M engagements across its social platforms—more than 8X higher than the same period in 2023.

This work transformed USHMM’s social approach, and we continue to collaborate with their MARCOM team to refine best practices and create ongoing, engaging content. Through this partnership, we’re empowering USHMM to reach and inspire the next generation of changemakers.