|Title||MAWBIMA-MOSQUITO REPELLANT PAPER|
|Product / Service||MAWBIMA|
|Category||B01. Education & Awareness|
|Entrant||LEO BURNETT SOLUTIONS Colombo, SRI LANKA|
|Entrant Company||LEO BURNETT SOLUTIONS Colombo, SRI LANKA|
|Advertising Agency||LEO BURNETT SOLUTIONS Colombo, SRI LANKA|
|Media Agency||STARCOM WORLDWIDE Colombo, SRI LANKA|
|Production Company||X TEN STUDIO Colombo, SRI LANKA|
|Production Company 2||INFINITY PICTURES Kohuwela, SRI LANKA|
|Trevor Kennedy||Leo Burnett Solutions Inc||Chief Creative Officer|
|Sithum Walter||Leo Burnett Solutions Inc||Creative Group Head|
|Shayani Obeyesekera||Leo Burnett Solutions Inc||Senior Art Director|
|Eraj Wirasinha||Leo Burnett Solutions Inc||Creative Director|
|Michael Holsinger||Starcom Worldwide Sri Lanka||Chief Executive Officer|
|Athula Kathriarachchi||Leo Burnett Solutions Inc||Creative Director|
|Malaka Samith||Leo Burnett Solutions Inc||Copy Writer|
|Shivanthi Jayasinghe||Arc Worldwide Sri Lanka||Director|
|Tasneem Siddiqqe||Arc Worldwide Sri Lanka||Public Relations Executive|
|Sean Pompeus||Leo Burnett Solutions Inc||Senior Brand Manager|
|Nilusha Wanasinghe||Starcom Worldwide Sri Lanka||Senior Media Manager|
|Chandani Abeyrathne||Starcom Worldwide Sri Lanka||Media Manager|
|Jayantha Liyanage||Leo Burnett Solutions Inc||Digitial Artist|
|Mehnaz Ilhamdeen||Leo Burnett Solutions Inc||Director Operations|
|Dennis Mather||Leo Burnett Solutions Inc||Senior Executive Digital Art Production|
|Prasad Chaturanga||Leo Burnett Solutions Inc||Illustrator|
|Nadeera Warawita||Leo Burnett Solutions Inc||Visualiser|
|Hassan Samdin||Leo Burnett Solutions Inc||Visualiser|
|Dileep Kulathunga||Leo Burnett Solutions Inc||Associate Creative Director|
|Farzad Mohideen||Leo Burnett Solutions Inc||Creative Group Head|
|Caryll Van Dort||Arc Worldwide Sri Lanka||Director Public Relations|
|Roshenka Jayamaha||Arc Worldwide Sri Lanka||Group Head PR -Content & Strategy|
In 2013, Dengue, the deadly mosquito-borne fever reached epidemic proportions in Sri Lanka. ‘Mawbima,’ an up and coming mass-market newspaper, wanted to make a difference. Our idea was to mix citronella essence, a natural repellent, with ink, and create the world’s first mosquito repellant newspaper. Mawbima’s campaign began with print ads and social media as well as posters with bus stop posters printed with our mosquito-repellant ink. Prevention patches were given to kids and informative articles on the illness ran in the paper. The campaign then concluded with the printing of the world’s first mosquito-repellant newspaper. Mawbima saw sales increase sales by 30% and readership rose by 300,000 people – more than the paper ever expected. The innovative paper featured in over 90 international media outlets and earned thousands of likes, shares and comments on social media.
To educate middle and lower-class Sri Lankans on the seriousness of the Dengue epidemic, and to make them realise that the first step to avoid being infected is to avoid being bitten by mosquitoes, especially in the morning and evening.
We started the campaign by creating letters in the style of the Mawbima masthead. Each character stopped a dengue mosquito from passing through. These letters were then used in press ads as well as posters at bus shelters, where they were printed with our innovative mosquito-repellent ink, so people wouldn’t be bitten. The paper also ran articles on preventing Dengue and gave school kids mosquito-prevention patches featuring the letters we created.
Despite a bigger print run, the paper sold out by 10am and increased sales by 30%, educating and protecting an additional 300,000 people – more than Mawbima ever expected. But its influence didn’t stop there. Mawbima’s innovative paper was commended by over 90 international media outlets, including the BBC, the Wall Street Journal and the Huffington Post. On social media, it earned thousands of likes and shares as well as high profile comments, including one from Bill Gates. The paper was even cited as an example of how the print industry could revive itself and publications around the world have shown a massive interest in copying the idea.
By mixing citronella essence, a highly effective natural repellent with ink, we could turn Mawbima into the world's first mosquito-repellent newspaper - a paper where every letter of every word helped people stop dengue. We could also use the ink for posters at bus shelters to stop people from being bitten. We believed innovative executions as well as informative articles in the papers would get people and the media talking and build a better understanding of the disease.