The Campaign

Insight When it comes to Newspapers, Sri Lankan's tend to read the headlines before looking at an advertisement, and the only thing that is more prominent than a headline is the Newspaper Masthead. Idea Masthead + Headline = Mastheadline

Creative Execution

On Mother’s Day, we brought attention to Mothers across the country, by paying them the ultimate tribute a newspaper could. We changed our Masthead while preserving the identity of the newspaper. Mawbima means Motherland but on Mother’s Day by changing two letters we changed it to Mawdina, which means, Mother’s Day.

Simply changing two letters of the Newspapers masthead, which had an expenditure of 0, resulted in over Rs. 5mn earned media through morning talk shows, online news portals and most importantly put emphasis back on ALL mothers.

The work celebrates the power of traditional media (in this case Print) in cutting through disparity to engage and stir up conversation among the masses. The work is witty, innovative, simple and effective, showcasing how Print as a medium is still relevant in the digital age.

Insights, Strategy and the Idea

Newspapers in Sri Lanka are still considered the universal medium for getting a message across as it breaks through economic disparity. The most prominent real-estate in a Newspaper is the masthead i.e. the newspaper brand which we used as the headline to communicate our message. By simply changing two letters in the existing masthead we created a headline (or Mastheadline) that broke through all socio economic segments regardless of class or cast.