SENEHASA

TitleSENEHASA
BrandSRI LANKA ARMY
Product / ServiceSL AMRY SEVA VANITHA
CategoryB05. Public Service, Charity & Fund Raising
EntrantTRIAD Colombo, SRI LANKA
Entrant Company:TRIAD Colombo, SRI LANKA
DM/Advertising Agency:TRIAD Colombo, SRI LANKA

Credits

Credits

Name Company Position
Triad Team Triad

The Brief

The Army Seva Vanitha rehabilitaiton centre, named Senehasa (Compassison) is dedicated to the mental and physical development of the differently-abled children of soldiers of the Sri Lanka Forces. Since the soldiers have been engaged in a raging battle for almost 30 years, their families and homes have become neglected and children such as this were facing great hardship. As a tribute to the soldiers who are now heroes of the nation, local and internationl funding was being sought to complete this facility, which would undoubtedly become a haven for both the affected children and their parents.

Creative Execution

Ambient execution was the blueprint of the actual Senehasa building. So when people physically placed their 'Brick sticker', they were infact placing a real brick to build the Senehasa building. It was an act of personal tribute to the war heroes of the country. A website which also allowed for online contribution recorded the collection of funds as at the end of December 2008 as US $ 103,500

Describe the creative solution to the brief/objective.

The local insight was Sri Lankan people have a history of contributing personally toward the building of an edifice that would be of importance to the community. Using this social insight, an ambient idea was initiated where the blueprint of the proposed building was taken on a road show both across Sri Lanka and overseas (Japan, USA, Italy etc.) where there is a large expatriate community. Activation called contributors to the building fund to purchase bricks in any part of the building they preferred and paste designated stickers to indicate their contribution. A master blueprint collated the complete contribution.

Results

Donations amount to US$ 103,500 approximately as at December 2008. And the building is near completion.