‘Never again is now:’ How a Reminder of the Holocaust Turned Into a Contemporary Call-to-Action
- Jenna Romano
- Aug 8
- 5 min read
Updated: Aug 9
Originally displayed by Holocaust survivors at liberated concentration camps in 1945, “Never Again” served as both a memorial and a warning. Today’s variant adds urgency to that historical imperative, but its meaning depends entirely on who is speaking. Understanding how this phrase evolved from Holocaust commemoration into a universal call against brutality—and how it appears in protests over the Israel-Gaza war—reveals how historical memory becomes a political call-to-action in contemporary conflicts.
Origins of 'Never Again is Now'
In the 20th century, the phrase “Never Again” was most strongly linked to Holocaust commemoration—but the phrase “Never Again” predates this association. Its earliest documented use appears in Yitzhak Lamdan’s 1927 epic poem Masada, which declared “Never again shall Masada fall!”
However, the slogan gained its global recognition following the Holocaust.
After the Nazi genocide that killed six million Jews between 1941-1945, liberated survivors at Buchenwald concentration camp displayed signs reading “Never Again” in multiple languages outside the camp gates in 1945. This marked the phrase’s transformation from literary metaphor to both a political declaration against fascism and a memorial pledge by Holocaust survivors.
'Never Again' as a reminder of the Holocaust
Following World War II, “Never Again” became central to Holocaust commemoration across Jewish communities worldwide. The phrase served multiple functions: as a rallying cry for Jewish self-determination in newly established Israel, where secular kibbutzim adopted it as an expression of safety and sovereignty, and as a memorial imperative in Holocaust documentation, including the 1961 Swedish documentary, Mein Kampf.
In America, Rabbi Meir Kahane popularized the slogan through his 1971 manifesto Never Again! A Program for Survival, which established the Jewish Defense League. Kahane’s militant interpretation explicitly rejected what he characterized as Jewish passivity during the Holocaust.
The phrase became institutionalized in Holocaust memorials worldwide. Concentration camp memorial sites—including Dachau in Germany, Treblinka in Poland, and Bergen-Belsen—incorporate “Never Again” in multiple languages on commemorative installations, cementing its role as both a historical marker and moral imperative.
'Never again' is a universal reminder and call-to-action
By the late 20th century, “Never Again” expanded beyond Holocaust remembrance into a universal pledge against genocide. Organizations like Never Again Rwanda adopted the phrase for post-genocide reconciliation efforts, while memorials to the 1994 Rwandan genocide incorporated it as both a remembrance and prevention mandate.
The slogan’s political applications now span diverse causes worldwide. It appears on protest signs commemorating Argentina’s 1976 military coup, in American demonstrations for gun control and reproductive rights, and on September 11th memorials. As Holocaust survivor Elie Wiesel observed: “Never again becomes more than a slogan: It’s a prayer, a promise, a vow…never again the glorification of base, ugly, dark violence.”
The phrase’s moral weight became evident when Nike faced significant backlash for using “Never Again “ in a 2024 New York City Marathon advertisement—referring to runners’ post-race vows to quit the sport. The controversy demonstrated the slogan’s entrenched association with human tragedy and rights advocacy.
'Never again is now' in contemporary protest
The adaptation of “Never Again” into “Never Again is Now” reflects the slogan’s evolution within global civil rights discourse over the past two decades. Following Hamas’s October 7, 2023, attack on Israel and the subsequent Israel-Gaza war, this contemporary formulation gained renewed prominence across multiple political contexts.
The phrase now appears in protests addressing the conflict from opposing perspectives—invoked both by those condemning antisemitism, and by those alleging genocide in Gaza. Its parallel usage demonstrates how “Never Again is Now” has become a contested rhetorical tool, with different groups claiming its moral authority to frame contemporary events through the lens of historical atrocities and future prevention.
'Never again is now' in Pro-Palestinian protest
Pro-Palestinian demonstrations have adopted “Never Again is Now” to draw parallels between Gaza’s conditions and historical persecution. Protesters use the slogan to argue that Israel employs tactics reminiscent of those used against Jews during the Holocaust, to criticize the zionist movement, and express outrage over the claim that Gazans are starving. In this context, variations like “Never Again means Never Again for anyone” are also becoming standard rally cries.
The phrase appears extensively across social media campaigns, BDS calls-to-action for Israeli boycotts, and hashtag activism supporting Palestinian causes. Jewish organizations have also invoked the slogan, arguing that the Holocaust memory creates a particular Jewish responsibility to recognize Palestinian suffering.
During an August 2025 anti-war protest in New York City, Jewish participants chanted “Never Again is Now,” emphasizing moral obligations derived from Holocaust remembrance. Similarly, Jewish Voice for Peace incorporated the phrase in petitions opposing Israeli military actions in Gaza.
The slogan's usage has generated controversy at Holocaust memorial sites. In January 2024, activists projected “Never Again is Now” onto the U.S. Holocaust Memorial Museum in Washington, D.C. Critics argued such actions inappropriately politicized Holocaust commemoration, particularly at events like the pro-Palestinian protest during March of the Living in Auschwitz, where families of survivors gather for memorial observances.
'Never again is now' in Jewish and pro-Israel contexts
At the Fifth World Holocaust Forum in January 202, “Never Again is Now” appeared prominently on screen, framing the ceremony’s message against antisemitism. Following Hamas’s October 7th attack, Jewish communities worldwide have increasingly recalled the phrase “Never Again is Now” to support Israel and address rising antisemitism.
The slogan now appears in pro-Israel demonstrations, hostage advocacy campaigns, and Jewish security initiatives. The Anti-Defamation League’s March 2024 conference, titled “Never is Now,” exemplified how Holocaust memory drives contemporary Jewish advocacy, particularly amid increased antisemitic incidents since the war in Gaza began.
In hostage advocacy, “Never Again is Now” accompanies campaigns for captives held in Gaza since October 7th. When Hamas released a video of hostage Evyatar David in August 2025—showing him emaciated and forced to dig what appeared to be his own grave—activists drew explicit comparisons to Holocaust imagery, with photographic parallels featured in media and social campaigns.
The plight of the hostages has sparked protests across Israel demanding ceasefire negotiations. At one demonstration in 2024, Ora Rubenstein, whose nephew remains captive, told Haaretz: “Tomorrow we’ll mark the eve of Holocaust Memorial Day…every Israeli must know that Never Again is now! Don’t let history repeat itself.” Rubenstein noted her father-in-law was a holocaust survivor “who managed to escape death and build a home in Israel against all odds.”
Jenna Romano
Jenna Romano is a writer, editor, and blogger. Her writing has been featured in publications such as Telavivian, Jerusalem Post, Haaretz, Portfolio, Wix Blog, and more.