Title | THE WORLD'S FIRST MOSQUITO REPELLENT NEWSPAPER |
Brand | CEYLON NEWSPAPERS |
Product / Service | MAWBIMA |
Category | A01. Creative Effectiveness |
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 SRI LANKA Colombo, SRI LANKA |
Production Company | X-TEN PRODUCTIONS Colombo, SRI LANKA |
Name | Company | Position |
---|---|---|
Trevor Kennedy | Leo Burnett Solutions Inc | Chief Creative Officer |
Sithum Walter | Leo Burnett Solutions Inc | Creative Group Head / Art Director |
Shayani Obeyesekera | Leo Burnett Solutions Inc | Senior Art Director |
Eraj Wirasinha | Leo Burnett Solutions Inc | Creative Director / Copy |
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 | Head of Broadcast, Events and Activation Production |
Sean Pompeus | Leo Burnett Solutions Inc | Senior Brand Manager |
Nilusha Wanasinghe | Starcom Worldwide Sri Lanka | Senior Media Manager |
Chandani Abeyratne | Starcom Worldwide Sri Lanka | Media Manager |
Jayantha Liyanage | Leo Burnett Solutions Inc | Digitial Artist |
Nadeera Warawita | Leo Burnett Solutions Inc | Art Director |
Prasad Chathuranga | Leo Burnett Solutions Inc | Illustrator |
Mehnaz Ilhamdeen | Leo Burnett Solutions Inc | Head of Operations |
Dennis Mather | Leo Burnett Solutions Inc | Senior Executive, Digital Art Production |
Hassan Samdin | Leo Burnett Solutions Inc | Art Director |
Dileep Kulathunga | Leo Burnett Solutions Inc | Associate Creative Director / Copy |
Farzad Mohideen | Leo Burnett Solutions Inc | Senior Copy Writer |
Caryll Van Dort | Arc Worldwide Sri Lanka | Director - Public Relations |
Murtaza A. Tajbhoy | Leo Burnett Solutions Inc | Head of Brand Planning |
Roshenka Jayamaha | Arc Worldwide Sri Lanka | Group Head PR - Content and Strategy |
THE NEWSPAPER THAT STOPPED DENGUE IN ITS TRACKS ‘Mawbima’ is a mass-market, nationwide newspaper battling it out in a crowded category. This is the story of how Mawbima overcame the challenge of retaining and growing market share in a declining category. It decided to rise above trying to convince people why it was a better newspaper, and instead showed how it could make a difference to people’s lives. The brand came up with an out-of-the-box initiative that addressed one of the most pressing problems of the nation – Dengue. The deadly mosquito-borne fever had reached epidemic proportions. With over 30,000 people infected in 2013, the disease had claimed too many lives, including the lives of young children. We discovered that while many were aware of the issue, people were unaware of what they could do to protect themselves from it. Especially about ways in which they can protect themselves naturally. Citronella oil has always been a popular and proven 'natural' insect repellent. And considered to be safe for children. Mawbima decided to re-inforce the benefits of using Citronella in an engaging manner. Citronella essence was mixed with ink so that every letter of every printed word repelled mosquitoes from attacking people. Especially when people read the newspaper in the early morning and evening – the very time the Dengue mosquito strikes. In the week leading up to the launch day (coincidently National Dengue Week), a striking graphic was created using the letters in the vernacular blocking the Dengue mosquito. These were used on a variety of communication including print and social media. They were also converted to posters infused with Citronella essence and placed at bus stops as well as distributed among school children as mosquito patches. Finally, on World Health Day, Mawbima published the world’s first mosquito-repellent newspaper. And the results were inspiring. Even with a 30% increase in the print run, the paper sold out by 10am. And the resulting growth was then retained as permanent sales. This drove up revenue by 22% and helped reach new readers. In a year in which all the competitors de-grew, Mawbima enjoyed a 2% increase in market share. This campaign not only helped us reach more people that we expected, it even got the attention of Bill Gates. And yes, while we did achieve the desired business results, we also made a significant impact in arresting the spread of dengue in Sri Lanka!