In an age where the horrors of war are so easily forgotten and, indeed trivialized by today’s violence infused video games, how exactly does one reach out to the younger generation and drive home historical lessons that shouldn’t be forgotten?
Through video games, of course.
Or, at least, the promise of video games.
Faced with declining attendance figures, the Lidice Memorial in the Czech Republic turned to a very controversial advertising campaign to re-spark interest in their museum. The museum chronicles a particularly horrible moment of World War II history which occurred after the 1942 assassination of Reinhard Heydrich, the Reichsprotektor of Bohemia and Moravia. The Nazis retaliated by randomly selecting a Czech village and wiping it off the face of the earth.
The town of Lidice, just 12 miles from Prague was ceremonially torched and 340 residents executed. The town has been rebuilt since the war and now hosts a rather moving memorial site.
A few decades ago, the memorial used to draw 300,000 people a year. Now, only 15,000 show up.
The bid to increase attendance incorporated a campaign designed as though it were plugging a video game. According to an article in The Prague Post, the ads and the website being promoted, www.totalburnout.cz, tantalized gamers with the challenge of burning Lidice “In the shortest time possible.” Players were promised a variety of weapons and were told the number of points awarded for either shooting (10 pts) or burning (20 pts) residents and for torching a house (100 pts).
In less than a week, 24,000 people visited the site where they discovered there wasn’t any game whatsoever, just some information about the massacre and a link to the Memorial’s website.
From an advertising point of view, the campaign really nailed it.
Current residents of Lidice, however, as well as survivors from the massacre, were understandably outraged and demanded that the advertisements and pseudo-game be yanked (which it eventually was).
I’m not sure how I feel about this. A mere 15,000 visitors for such a historical travesty just 12 miles from Prague is a very pathetic showing. Sometimes it takes drastic measures to keep history alive so that it never repeats itself, and this was a gallant, yet perhaps misguided effort.