Last year the federal government dished out over $54,000 on focus groups to seek opinions about an advertising campaign for Canada’s national parks.
The Oct, 17, 2022, Probe Research Inc. study, which was commissioned by Parks Canada, declared that some Canadians reacted negatively to imagery of historic battles because of colonialism and the ongoing war in Ukraine.
Targeting mainly people from urban areas like Toronto, Vancouver, Montreal, researchers concluded that Parks Canada best avoid images of soldiers or cannons at national historic sites.
“Given the current war in Ukraine and the ongoing reckoning with Canada’s colonial history, some participants reacted negatively to imagery showing historic battles, cannons and soldiers at national historic sites,” pollsters declared.
“It may be prudent to avoid including images that make overt reference to war or conflict in the final version of the advertisement.”
When presented with a storyboard featuring one scene that showed an “epic battle” from Canadian history, “younger and racialized” participants claimed that the scene glorified Canada’s colonial history.
“Several participants – particularly younger and racialized people – felt this image and the focus on cannons and soldiers is out of step with the rest of the concept because it glorifies somewhat Canada’s history of colonialism” researchers explained.
“A small number also noted that focusing on war is insensitive given the current military conflict in Ukraine.”
Not everyone involved agreed, however, as some said they particularly sought out national parks to see such sites.
“Those who described themselves as being interested in history said this image resonated with them because this is the type of experience they would seek out or expect to have at a historic site,” the report claimed.
Canada has an abundance of historic military forts and battlefields. Several Canadian landmarks exist paying homage to the War of 1812 including the Battle of the Châteauguay National Historic Site, Fort St. Joseph, Fort George and the St. Andrews Blockhouse, among others.
