The experiment took place at Cubberley High School in Palo Alto, California, during the first week of April 1967. Jones, finding himself unable to explain to his students how the German population could have claimed ignorance of The Holocaust, decided to demonstrate it to them instead.[3] Jones started a movement called "The Third Wave" and told his students that the movement aimed to eliminate democracy.[1] The idea that democracy emphasizes individuality was considered as a drawback of democracy, and Jones emphasized this main point of the movement in its motto: "Strength through discipline, strength through community, strength through action, strength through pride."[1]