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28 The Seven Lost Secrets of Success

He lived through our country’s worst wars—from
World War I right up to the Vietnam War. He knew it
was a hopeless activity. “Nobody can win,” he said.

In 1932 he created a series of advertisements to “reveal
the war nobody knows.” He wanted to drive home the
costs and pains of war. He wanted to awaken people to
the tragic reality of war. Barton knew that future wars
would involve airplanes, big business, and even chemi-
cals. And he wanted to stop it by advertising “this Hell!”
One of his ads read:

SO THE LUSITANIA WENT DOWN

Well, what of it?
“What of it?” you cry. “The whole world was shocked.

For days the newspapers talked of nothing else.”
Well, but what of it? After all, it was a little thing.
How many Lusitanias would have to go down to carry

all the dead and missing soldiers and the dead civilians of
the great World War?

One Lusitania a day.
For a year.
For 10 years.
For 25 years.
For 50 years.
One Lusitania a day for 70 years, or one a week, begin-
ning nearly a century before the discovery of America by
Columbus and continuing to the present hour.
That is the number of Lusitanias that would be required to
carry the dead. The dead of all nations who died in the war.
That ad and four others were used as illustrations
in an article by Barton in 1932 (before World War II)