“We have been primed to be ready for war. We have been conditioned to expect it imminently. We have been told that a time will come when we have to pick a side and that we may not even be able to trust our closest friends. We have been fed the ideological norms of conflict escalation and had massacre and genocide normalised. All in the name of entertainment. To assume such repeated and sustained messaging will have no impact is to ignore the evidence of all other successful marketing strategies.“