And now, for this week’s impossible PR challenge, we present to you the Guatemalan national army.
And now, for this week’s impossible PR challenge, we present to you
the Guatemalan national army.
Sure, there was a 36-year civil war with leftist rebels that left
200,000 dead. And sure, the army was blamed for committing most of the
atrocities (including genocide). But it’s nothing that a little dose of
PR can’t cure, right?
’Thirty-six years of civil war left the army with an image problem,’
said Rodrigo Mendoza, a master of understatement whose Guatemala
City-based agency, Vice-Versa, is handling the project. ’We were very
surprised and drawn by the challenge.’ The anti-government leftist
guerrillas might have said the same thing.
So where the national army once churned out propaganda replete with
images of tanks and soldiers, Vice-Versa’s campaign will feature doves,
olive branches and peace symbols superimposed over combat helmets. No
word on whether little plush toys or sing-along jingles will come into