|Brand||COLOMBO MUNICIPAL COUNCIL|
|Product / Service||PUBLIC HEALTH DEPARTMENT|
|Category||B02. Non-profit / Foundation-led Education & Awareness|
|Entrant||TRIAD Colombo, SRI LANKA|
|Idea Creation||TRIAD Colombo, SRI LANKA|
|Media Placement||TRIAD Colombo, SRI LANKA|
|PR||TRIAD Colombo, SRI LANKA|
|Production||TRIAD Colombo, SRI LANKA|
|Ven. Hasalaka Kavi Himi||N/A||N/A|
|Ven. Pahiyangala Ananda Himi||N/A||N/A|
|Ven. Sangarakkitha Himi||N/A||N/A|
|Varuni Fernando||Triad||Jt. Managing Director|
|Ruchi Sharma||N/A||Executive Creative Advisor|
|Shehan Samarasinha||Triad||Director - Brands|
|Zeeshan Saligh||Triad||Art Director|
|Sajith Adikari||Triad||Account Manager|
|Chandana Gamini||Triad||Broadcast Manager|
|Pasan Liyanage||Redfox||Sound Engineer|
There are no regulations regarding health & wellness communications that were relevant to Colombo Municipal Council's campaign.
In Sri Lanka’s largest city Colombo over 50% live in slums occupying just 9% of the total land extent of the city. Such living conditions have given rise to the highest number of dengue mosquito breeding spots resulting in the highest number of dengue cases in all of Sri Lanka.
Understanding that the problem could not be solved without the support of the very people that unknowingly bred the dengue mosquitos, we used a medium that was more effective than Word of Mouth, more captivating than TV, more listened to than Radio – Words of Monks Written, recited and recorded by monks belonging to the community worst affected by dengue fever, the spot is aired not just on radio but throughout the speakers in all temples and shrines situated throughout the slums. The spot aired daily alongside regular prayers which was recited early in the morning and late in the evening which happens to be the time the dengue mosquito is most active. Life Chant not only educates people about mosquito breeding spots but emotionally conveys the fact that in order to protect your loved ones you need to first protect your home and environment from dengue mosquito breeding.
Sri Lanka is a deeply Buddhist nation accounting for over 75% of the population. There are over 13,000 Buddhist temples and shrines in a country that is only 65,525 Sq.Km meaning literally every Sri Lankan grows up to the sound of Buddhist prayers being recited every morning and evening. These daily prayers are prayers for protection which are regarded as highly as preventive medication. Furthermore, Life Chant is made stronger by understanding four strong principles: 1. People start and end their days listening to prayers for protection (these time belts have the highest listenership on radio) 2. Staying protected against dengue is as simple as protecting your surrounding from mosquito breeding spots (which are all man made) 3. The time these prayers of protection were recited were the times the dengue mosquito was most active (moment of truth) 4. Words of Monks is the most effective medium of communication
Written, Recorded and Recited by Monks belonging to the community worst affected by Dengue fever: This you should know All you dear fathers And mothers, who have turned blood into milk Who love your children dearly Dengue is a menace. It will bring darkness to all, Leave everyone in tears. It will take lives – yours and your children’s too. To protect them all Remember to always Keep your home and your environment clean To stop dengue mosquito breeding. SFX : The clanging of a gong and the sound of the sithar all regarded as sounds that calm the psyche and put one in a mental state of serenity.