#ResponsibleMe

#ResponsibleMe : A campaign where saying it as it is, worked.
When Sri Lanka was in the midst of the second wave of COVID-19, Seylan Bank’s
#ResponsibleMe campaign managed to do what many brands and authorities could not.
The campaign took a unique approach to spearhead social change – by driving “personal accountability” as a call to action through reverse psychology. The message was simple: don’t be stupid, protect yourself. And this very simple message was delivered quite directly – without sugarcoating it.
This was a bold, brave step for a brand in the banking industry where the norm was to “play it safe” at all times, and it worked. Celebrities, influencers, and mainstream media picked up what started as a simple social message. As a cause/charity marketing campaign, #ResponsibleMe stands out as one that used audience psychology to create a simple, powerful message that ran on its own.
As an Awareness campaign, the campaign managed to use an existing social dilemma, provide a solution for it, and have the solution be a part of the brand ethos. #ResponsibleMe highlights how analyzing and understanding your audience to deliver a clear, specific message, targeting the psyche of the audience, results in the generic amplification of your message.