Description
In Sri Lanka’s largest city Colombo, slums account for over 50% of the population. In these areas dengue has reached epidemic levels as people unknowingly end up breeding dengue mosquitos. Educative programs by the Colombo Municipal Council are ignored. So we turned to the only authority they listen to – religion. Written, recited and recorded by monks, Life Chant educates people about dengue mosquito breeding. With shrines and temples situated throughout the slums, we used the loud speakers in these shrines and temples to educate the community on dengue breeding. The message aired twice daily during regular prayers which happens to be the very time the dengue mosquito is most active. What started as an audio medium turned into an on-ground activation with monks from these temples visiting the slums and educating people. With each location having unique breeding spots, monks helped educate people on these unique spots.
This professional campaign titled 'Life Chant' was published in Sri Lanka in April, 2019. It was created for the brand: Colombo Municipal Council, by ad agency: Triad. This Direct medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted almost 5 years ago by Chief Strategy Officer: Shehan Samarasinha of Triad.
Credits
Advertising Agency: Triad, Colombo, Sri Lanka
