The ‘She Saw Stars’ campaign, launched by the Janashakthi Foundation, the philanthropic arm of JXG, won in the Cause, Environment or Sustainability category at the ceremony held on August 22, 2025, at Monarch Imperial.
The campaign, created by Magic Mango, Colombo, tackled gender-based violence in Sri Lanka, an issue that prevails largely hidden and unspoken due to cultural taboos and stigma.
Through the campaign, launched on International Day for the Elimination of Violence Against Women, Janashakthi Foundation sought to break the silence using strategic communication to raise public awareness and encourage reporting.
The creative challenge captured the public attention, upholding sensitivity for victims and the topic.
Using visual metaphor, what appeared to be a beautiful starry night sky, actually formed the pattern of bruises.
It revealed a stark message – the stars seen in the image mirror what victims experience, illustrating how domestic violence is often endured, concealed in plain sight.
The campaign's impact extended far beyond awareness, generating measurable results.
Calls to both the Women In Need and CCC Line hotlines increased significantly in the week following the advertisement's publication.
JXG has begun discussions with key organizations advancing the cause such as the United Nations Development Programme (UNDP) in Sri Lanka to explore partnership opportunities on addressing gender-based violence.
The advertisement also attracted attention on social media, with prominent celebrities sharing the content on varied platforms.
JXG's approach to addressing gender-based violence moves past awareness to tackling economic factors that contribute to the problem.
The Foundation believes that when women lack financial knowledge and economic opportunities, often due to family responsibilities, households face greater financial stress, leading to domestic violence.
Utilizing financial literacy programs and creating more economic opportunities for women, JXG aims to reduce these pressures and help prevent gender-based violence.
The framework places financial empowerment as a way to help women and a tool for reducing domestic violence.
The award-winning campaign illustrates JXG's broader commitment to gender equality initiatives within departments.
The company has been recognized at the CIMA Satyn Women Friendly Workplaces with the ‘She Slays’ award.
Through subsidiary First Capital Holdings, the company advances gender balance conducting financial literacy workshops for women.
JXG also implements progressive HR policies, including career break opportunities and flexible work arrangements.
Gamika de Silva, Group Chief Marketing Officer, JXG explained,
“The Gold award amplifies our message and brings greater visibility to an issue that demands urgent attention.
We are grateful to our creative agency partners who helped to craft a campaign, capturing attention and driving real action.
JXG and the Janashakthi Foundation are committed to address critical social issues, and the award encourages us to continue pushing boundaries in our advocacy work."
The Janashakthi Foundation serves as a pillar for social good within the JXG ecosystem, focusing on community development, sports, and education initiatives.
As a corporate entity committed to inclusivity and diversity, JXG leverages the Foundation to create meaningful social impact, retaining core business values.