History repeats itself. History repeats itself. History...

Mexico City's Museo Memoria y Tolerancia is an interesting idea. In a place founded on genocide and the clash of ancient empires, the museum stands "to warn about the dangers of indifference, discrimination and violence for generating, instead, responsibility, respect and awareness in each individual."

These ads, by Mexico's Made agency, paraphrase the George Santayana  quote "Those who cannot remember the past are condemned to repeat it" and matches it with iconic images of war and violence to amplify the message.

The effect is not subtle, and you could accuse the campaign of relying too much on borrowing interest from some of the world's great tragedies. But the message is, at least, clear. and as important now as it was over 100 years ago.

Via I Believe in Advertising