Apparently the Apartheid Museum is struggling to attract young visitors. To increase awareness of the tragic history that it commemorates, its ad agency, TBWA\Hunt\Lascaris has launched a campaign centred around the notion of “a history forgotten is a future lost”.
The agency made some viral videos of interviews that expose the ignorance amongst young people about apartheid. But while the videos show that the young people interviewed haven’t got a clue about apartheid history, they fail to present the ultimate message — that the consequence of this ignorance is “a future lost”. It is therefore highly unlikely that this campaign will encourage youngsters to brush up on their history or make a visit to the museum.
If the Apartheid Museum wants to attract young people it will need to find a conceptual approach that can effectively portray its contemporary relevance to young people. These videos, sadly, do not.
Below are some of the videos: