SOAP BUS TICKET

TitleSOAP BUS TICKET
ClientASIRI GROUP OF HOSPITALS
Product / ServiceASIRI GROUP OF HOSPITALS
CategoryB03. Consumer Services
EntrantLEO 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

The Campaign

In Sri Lanka, lots of people, ride lots of buses, lots of times, everyday. This makes buses ideal for spreading germs. Asiri Hospitals, one of the country largest healthcare providers, as part of its commitment to improve health across the nation, wanted to do more than just educate people about it – it wanted to do something about it and bring strong attention to the issue. Since most public toilets in Sri Lanka don’t have soap, we created the world’s first Soap Bus Ticket. Using paper fused with soap, special ticket rolls were developed. Now, when passengers boarded a bus, they didn’t just receive a disposable ticket, they received a ticket they could use to protect themselves from any germs they may have picked up by simply washing their hands. The Soap Bus Ticket rolls were used on some of Sri Lanka’s busiest routes. Posters and signboards educating and informing people were put up inside buses, and announcements about the ticket and the importance of washing your hands, were made at every major stop. Promotional and educational material was also used at bus stops, public stations and at Asiri Hospitals themselves.

The Brief

With the country going through a period of rapid development, healthcare is becoming an increasingly competitive category. Asiri Hospitals wanted to show, as part of their commitment to improving health across the nation, that they were genuine and were also an innovative and modern brand.

Results

The Soap Bus Ticket was a unique innovation that had a significant impact on Sri Lankans from all walks of life. It not only educated them but encouraged them to start a positive habit that stopped germs and kept them safe.

Execution

The campaign began by working closely with a paper company to develop soap-infused paper that could be used in a bus conductor’s ticket machine. We then worked with a bus operator to test the paper as well as to get it on buses along with material informing and educating travellers. We also worked with relevant authorities to get material posted at bus stops and public toilets. The campaign was finally executed as planned during the traditional Sri Lankan New Year period, where tickets were given out to all travellers.

The Situation

Washing your hands – it can prevent everything from a common cold to the flu to serious illnesses like hepatitis. Asiri Hospitals, one of Sri Lanka’s largest healthcare providers, knows this better than most. As part of its commitment to improving health across the nation, it wanted others to know it too. In Sri Lanka, lots of people, ride lots of buses, lots of times, every day. This makes buses ideal for spreading germs. But instead of just educating people about it, Asiri Hospitals wanted to do something about it.

The Strategy

Asiri Hospitals, as one of the nation’s largest healthcare providers, has facilities that cater to Sri Lankans from all walks of life, many of whom travel by bus. Asiri Hospitals wanted to reach out to new and existing customers, to show that they genuinely cared about the health of Sri Lankans and were also an innovative and modern brand. The Soap Bus Ticket gave passengers on some of the country’s busiest bus routes a soup-infused ticket they could keep and use to wash their hands after their trip. This helped protect them from germs and kept them safe.

Credits

Name Company Position
Trevor Kennedy Leo Burnett Solutions Inc Chief Creative Officer
Nadeera Warawita Leo Burnett Solutions Inc Art Director
Sithum Walter Leo Burnett Solutions Inc Creative Group Head/Art Director
Eraj Wirasinha Leo Burnett Solutions Inc Creative Director/Copy Writer
Shayani Obeyesekere Leo Burnett Solutions Inc Senior Art Director
Firzan Mulafer Publicis Solutions Director - Client Services
Roshana Rasheed Leo Burnett Solutions Inc Creative Group Head - copy
Prasad Chaturanga Leo Burnett Solutions Inc Illustrator
Selonica Nalawansa Leo Burnett Solutions Inc Account Director
Mehnaz Ilhamdeen Leo Burnett Solutions Inc Head of Production
Malaka Samith Leo Burnett Solutions Inc Copy Writer
Eranga Hemajith Leo Burnett Solutions Inc Senior Executive - Production
Hassan Samdin Leo Burnett Solutions Inc Art Director
Murtaza A. Tajbhoy Leo Burnett Solutions Inc Head Of Brand Planning
Ajantha Kumara Leo Burnett Solutions Inc Art Director
Chandika Samaraweera Leo Burnett Solutions Inc Art Director
Caryll Van Dort Arc Worldwide Sri Lanka Director - Public Relations
Manisha Samarasinghe Chakra Managing Director