South Africa’s history is an extraordinary one. It’s one we thought we’d never forget. We even built a museum so that future generations taught to forgive, would also never forget the sacrifices made and the lesson learned.But only sixteen years after the fall of apartheid, our client, the Apartheid Museum, was struggling to attract our young people.

We believed that South Africa's celebrity-obsessed youth, no longer considered our Struggle heroes relevant to their lives...The heroes who led us to freedom. At the same time, our political climate was starting to take an ominous turn.We needed a reality check. To prove our theory, we took to the streets and interviewed our youth directly in a candid format. Over 86% of the people easily recognised the popular figures and failed to identify the South African anti-apartheid leader.

- We turned the interviews into viral ads and let the sobering truth speak for itself. We seeded them onto hundreds of blogs and websites, DJ's, reporters and YouTube.-To help address the problem, we created a card game called A History Forgotten Is A Future Lost. Each card had a series of popular culture questions, followed by an anti-apartheid leader question. The back of each card served as a discount coupon to the museum. The design was inspired by Apartheid signage.- We also turned the interviews into TV ads, flighted over major national stations.- We launched a national radio campaign.-We generated an interactive Facebook application: Ultimate Celebrity Quiz, similar to the ones found on the site. However this version was designed to juxtapose their knowledge of irrelevant popular culture with that of Struggle heroes.

We launched in the build up to Freedom Day.

The campaign has had the effect we hoped for. A passionate conversation has been sparked.

The campaign has been featured on:- CNN- Local TV News stations-Local TV Youth Programmes- Youth Radio Stations- The Press- Hundreds of blogs, chatrooms & the broad internetThe first week of the campaign’s launch resulted in a 1000% increase in the number of hits on the Apartheid Museum website in relation to the previous week.

And in the first month of the campaign alone, the museum’s ticket sales went up by 40% .The campaign is snowballing as more and more people engage this conversation. In this way, the Apartheid Museum is doing its job in ensuring that our history is forgiven, but never forgotten.