OBJECTIVE

Curzon was tasked with raising the profile of the charity Remembering Srebrenica and its public awareness campaigns teaching the consequences of hatred through the UK Memorial of the 1995 Srebrenica Genocide in Bosnia. Held at Lancaster House on 11 July 2013, it marked the first time that the massacre was officially commemorated in Europe outside of the Former Yugoslavia, as per a 2009 EU Decree. Curzon’s media relations campaign sought to publicise the importance of remembering this tragic event.

CAMPAIGN

By developing strong relationships with key journalists, Curzon targeted news, political and public affairs correspondents, in particular foreign correspondents of top tier international press and news desks that specialised in the Yugoslavian civil war. A further focus on religious press and top Bosnian news outlets sought to expand the charity’s initiatives to a wider audience. Curzon’s belief in the importance of Remembering Srebrenica’s mission saw us create a targeted media relations campaign to ensure the Memorial was covered by mainstream media. Curzon worked closely with the Foreign Office to bring messaging in line with that of international anti-hate and war crime campaigns.

RESULTS

Media coverage included various BBC broadcast channels, including a live interview with author and survivor Hasan Nuhanovic on BBC World News’s top-rated show Impact, alongside Martin Bell OBE, as well as the popular BBC radio programme Sunday. The Srebrenica Memorial event was picked up widely by religious press, including The Vatican Insider and Church Times, while attendees of the evening included representatives of The Guardian, The Times, The Standard and The Huffington Post. Keynote speaker, Foreign Secretary the Rt Hon William Hague also published an op-ed on the importance of the Memorial, further bringing Remembering Srebrenica’s activities in line with international anti-hate initiatives.