We are all Belene

Can creativity heal an entire community?
For years the longest-running labour camp, Belene, is a place of shame and stigma. The local community avoids conversations about the past of the region and opposes to the idea of turning the Belene island into a tourist destination, where people can learn from the mistakes and the pain of the past.
To raise awareness, ignite interest and bring the largest number of tourist on site, we joined forces with the Sofia Platform Foundation who over the past 10 years work hard to promote remembrance of the communist past through historical dialogue and education.
Together we supported the transformation of the former camp into a part of the national initiative Discover Bulgaria - 100 National Tourist Sites.


A permanent exhibition featuring artefacts transformed the desolate former buildings of the camp, into a memorial.


















Interactive installation provide visitors with the opportunity to engage in an impromptu conversation with four of the survivors.











Conversely, today, Belene is an unskippable stop on the itineraries of domestic tourists, offering a diverse range of experiences — cultural, historical, and natural. In a nutshell: we are all headed to Belene. This inspired an online ad campaign.
It was more than just a tourist campaign. We raised awareness about the scale and absurdity of the communist repressions. None of us would have been possible during the communist era — whether because of the music we listen to, the ideas we share, our sexual orientation, or our entrepreneurial spirit.
The efforts increased significantly the number of visits, but more importantly, changed the perspective of the local community, who are now starting to realise the potential of Belene as a tourist place.
