Montreal Holocaust Museum
Quiet Campaign
Why: In 2025, the Montreal Holocaust Museum will open its doors at a new location in the heart of the city’s cultural sector, along Saint-Laurent Boulevard. With innovative programming and expanded presence, the new museum will help galvanize communities throughout Quebec and Canada as they stand up for a society free from hate and persecution. As of summer 2023, the Campaign confirmed over $88M of its $90M goal raised.
What: Drawing a parallel between the museum’s new location and its most sacred artifact, the campaign introduced the overarching idea of The Heart of Humanity. Just as the Heart of Auschwitz symbolizes the power of human devotion, the museum represents a touchstone for vital action. The quiet campaign’s first message has been to strategically reframe giving from that of dollars to that of voice. In doing so, it breaks through the often-paralyzing silence, creates a platform for progress, and elevates monetary value to human impact.
Who: Sid Lee
