The use of war metaphors in COVID–19 crisis communication has prompted great metalinguistic attention and highlighted the role of conflict memory in crisis discourse. Still, discourses of collective memory are to date rarely integrated with the study of metaphor and crisis communication, though frequently observed in crisis metaphor analyses in post–conflict contexts. This study focuses on the relations between the war metaphor and war memory as seen specifically in post–conflict settings. Set across three post–Yugoslav states, it starts from an examination (...) of WAR metaphor use and its relations to war memory discourses in early pandemic political leaders' announcements, and citizen responses to these. Second, it zooms in on the patterns of metaphor negotiation and contestation in citizen discourses in particular. The findings show how the early pandemic discourse drew on heavily militarized metaphoricity, which revived nationalist images of the country's violent breakup in the 1990s but also gave rise to ample contestation in public space, revealing differing positionings in politicians' and citizens' discourses. The analysis allows a discussion of some implications pertaining to the relations of metaphor, collective memory and crisis communication, as well as the increasingly laden affective potentials of war and history in times when ‘war is never far away’. (shrink)