The Thuringian state government’s decision to revive the historical slogan “Das grüne Herz Deutschlands” (The Green Heart of Germany) is drawing sharp criticism and raising uncomfortable questions about historical sensitivity and political messaging, particularly given the rising influence of the far-right Alternative for Germany (AfD) within the state.
The choice, intended to promote Thuringia’s image, has been deemed “historically burdened” by Jens-Christian Wagner, director of the Buchenwald and Mittelbau-Dora Memorials Foundation. Wagner voiced his concerns to “Der Spiegel”, stating the slogan is unsuitable for a modern and cosmopolitan Thuringia. The phrase originated with writer August Trinius, whose work carries a reputation for a radically nationalist portrayal of the region – a characterization that adds significant weight to the controversy. Compounding the issue, the “Green Heart” was widely utilized in propaganda campaigns during the Nazi era to promote the region, a period Thuringia, like all of Germany, is still grappling with its legacy.
Matthias Spaetgens, Chief Creative Officer of the advertising agency Scholz & Friends, echoed these reservations, emphasizing the necessity of careful scrutiny when employing slogans rooted in potentially problematic historical contexts. He cautioned that the present climate, particularly within Thuringia where the AfD holds its strongest position, carries a substantial risk of misinterpretation and unintended association. “Sometimes you have to say: Appealing claim, but it’s been used before. Tough luck” Spaetgens commented to “Der Spiegel”, highlighting the potential for the slogan to be co-opted by nationalist groups.
Despite the mounting criticism, a recent market analysis commissioned by the Freistaat (Free State) indicates that a significant 86% of surveyed Thuringians view the slogan positively. This apparent disconnect between public opinion and expert concerns underscores a potentially dangerous normalization of historical narratives within the state’s political branding. The decision to proceed with a tender for the campaign, despite the acknowledged historical baggage, raises questions about the extent to which political expediency is outweighing considerations of ethical messaging and historical responsibility. The unfolding situation exposes a fissure within Thuringian society regarding how to reconcile regional pride with a critical engagement with the state’s complex past.