Onstuimig

A history forgotten is a future lost

Posted by Marc van Gurp | 14-04-2010 22:16 | Category: Discrimination, Education, Human rights



A great campaign from South Africa from the Apartheid Museum. The people of Agency TBWA\HUNT\LASCARIS went on the streets of Johannesburg with their cameras.
The museum is struggling to attract South Africans and particularly younger South Africans.

They decided to expose the reality. And start a conversation. After all, the most important step in addressing a problem is knowing that there is one. So they took to the streets and interviewed the youth directly. They simply asked them to identify a series of famous people. First popular culture icons and lastly a famous anti-apartheid leader.
Their suspicion turned to reality. Over 86% of the people interviewed easily recognised the popular figures and failed to identify the South African anti-apartheid leader.

They turned these interviews into television, radio and viral adverts, to be launched on the days leading up to Freedom Day.

“Forgotten history. Lost Future.
What’s to become of a celebrity-obsessed generation that’s forgetting its history?”

This way of addressing the problem can be used in many countries for various causes.







Advertiser:
Apartheid Museum
Agency:
TBWA\HUNT\LASCARIS




Comments


Comments about A history forgotten is a future lost

MTV did a similar ad here in the States that was truly heartbreaking. They were asking young people about the Haulocaust, and some even took pride in their ignorance and said that history doesn’t matter. It especially hurt because they were all around my age.

Posted by scamps | 19-04-2010 02:03

Comments about A history forgotten is a future lost

I know that one, it is really bad that kids here don’t know anything about the holocaust. Kids at my school really don’t know a thing about it. You can watch it here: http://wejew.com/media/8232/What_Our_Kids_Know_About_The_Holocaust/

Posted by Jesse | 22-04-2010 10:48



My comment



Comment:




Your comment will not be visible until a moderator approves it.








Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.







Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.





image of a graduation cap

Recent in Academy


Is this eating disorder ad too sexy?

It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
Read more

Book review: Hidden Persuasion

33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio.  We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
Read more


About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)