Life Chant was awarded in the Diverse Insights and Strategy category, which recognizes work that utilizes unique local cultural insights to solve business and social problems.
The agency emerged a Silver winner from among 20,645 global submissions submitted by over 60 countries, which were judged by 220 advertising professionals.
The winning entry, ‘Life Chant’ was a stanza written, recited and recorded by Buddhist monks to educate those living in slum areas about dengue mosquito breeding spots and the need for community effort in eradicating these.
These educational chants were played on loudspeakers at temples and shrines, directly spreading the message to the community; it was also aired on radio early in the morning and late in the evening, the times when dengue mosquitoes are most active.
Dr. Ruwan Wijayamuni, Chief Medical Officer of the Public Health Department of the Colombo Municipal Council commented, “There have been more dengue cases over the last 4 years than the last 10 years combined.
In order to save lives, we took a bold initiative.
Combining religious and civic sense, we educated people on how to identify and destroy dengue breeding spots in some of Colombo’s worst-affected areas.”
Shehan Samarasinha, Director - Brands at Triad, commented, “We are encouraged by this award and are committed to raise the bar of advertising, moving beyond ads and looking towards human acts that would not only drive business growth but also uplift the quality of lives.
This initiative was made possible by the joint effort of the Public Health Department of the Colombo Municipal Council, the team from A&E Lanka, and the Triad team, including industry veteran Ruchi Sharma, who joined the project as Executive Creative Advisor.
Our sincerest gratitude is also conveyed to Assam Khalid, Strategic Planning Director and Creative Director of Impact BBDO Pakistan, and Ali Rez, Regional Creative Director of Impact BBDO, without whose input and counsel this life-saving project would not have been possible.”
Locally too, Triad was once again recognized by LMD as Sri Lanka’s most respected advertising agency, in its Most Respected Entities listing for 2019.
Sarva Ameresekere, Chief Executive Officer of Triad, commented, “Having completed 25 years in the industry, we are happy to continue to be the most sought-after marketing communication company in Sri Lanka for both local and global brands.
Our success is primarily due to our evolving and insightful understanding of the local market and our unmatched integrated marketing communication service offering, which makes us a one-stop shop for end-to-end communication solutions.”