The Thuringian state government’s decision to resurrect the slogan “Das grüne Herz Deutschlands” – “The Green Heart of Germany” – is drawing sharp criticism and sparking a debate about historical responsibility and political messaging. The move, intended to revitalize the state’s image, is proving deeply controversial due to the slogan’s complicated and problematic past.
Jens-Christian Wagner, director of the Buchenwald and Mittelbau-Dora Memorials Foundation, has described the slogan as “historically burdened” arguing it is unsuitable for a modern and cosmopolitan Thuringia. The phrase originated with writer August Trinius, a figure historians associate with a radically nationalistic vision of German identity – a sentiment deeply at odds with contemporary values. Critically, “Das grüne Herz” was also extensively utilized as a promotional tool for Thuringia during the Nazi era, further cementing its association with a deeply troubling period in German history.
Matthias Spaetgens, Chief Creative Officer of the advertising agency Scholz & Friends, echoed Wagner’s concerns, cautioning that any campaign using the slogan requires rigorous scrutiny. He emphasized the considerable risk, particularly in Thuringia, where the far-right Alternative for Germany (AfD) holds significant political sway. “Sometimes you have to say: appealing claim, but it’s been used before. Tough luck” Spaetgens stated, highlighting the potential for unintended reinforcement of problematic historical narratives.
Despite the outcry, a recent market analysis commissioned by the Thuringian state revealed that a substantial 86% of surveyed residents view the slogan positively. This apparent disconnect between public perception and historical context underscores a potential rift in understanding the complexities of the state’s past. The decision to proceed with a formal campaign tender, despite the controversies, raises questions about the government’s sensitivity to historical nuance and its commitment to fostering a truly inclusive and forward-looking identity for Thuringia. The unfolding situation is drawing increased attention to the responsibility of political entities when leveraging historical imagery and the potential for such choices to inadvertently legitimize or deflect from uncomfortable truths.
