Abraham Accords Campaigns at the International March of the Living

Alongside the Deputy CEO of the International March of the Living, Revital Yakin Krakovsky, Frish led the branding and media strategy of two historic international campaigns that took place at the annual March of the Living event at the Auschwitz concentration camp in Poland.

In 2022, Frish Strategic Consulting was behind the historic initiative of Jewish businessman and philanthropist Eitan Neishlos, who brought the first Arab figure to light a memorial torch at the Holocaust Day ceremony at the Auschwitz concentration camp. Neishlos invited a high-profile Emirati to commemorate the Holocaust in the Arab and Islamic world, to jointly light the torch and honor the six million Jews who perished in the Holocaust. This moving occasion occurred on Polish soil at the concentration camp where countless atrocities took place. On stage, the two declared “never again” in English, Hebrew, and Arabic; conveying a clear message of Jewish-Arab solidarity, in favor of peace and against hatred. The campaign reached billions of people worldwide and was covered by leading international media in multiple a languages. The historic campaign led to an unprecedented breakthrough in the field of Holocaust education in the Arab world.

At the March of the Living in 2023, Frish led the branding and media strategy of another historic campaign focused on multiculturalism, bringing awareness to the anti-Semitic persecution, forced labor, and Nazi atrocities experienced by Tunisian Jewry during World War II. This historic campaign was widely covered by media in Israel and around the world, helping to raise awareness of the Holocaust in Africa and various Muslim-majority countries.