The campaign aims to promote hope, inspiration, and positivity, nurturing an environment that fosters growth, resilience, and ambition among children.
Global research [1] shows that 7 out of 10 children are constantly exposed to negative news and uninspiring stories which profoundly impacts children psychologically, shaping their perception of the world and their future.
Further studies have found that children exposed to persistent negative media content are more likely to develop anxiety, fear, and a sense of helplessness.
In Sri Lanka, the saturation of negative narratives across platforms—TV, newspapers, social media, or even casual conversations amongst adults that children get exposed to—can condition children to adopt a negative and a limited mindset.
This stifles creativity and ambition and diminishes their ability to envision positive change.
As future leaders of the nation, their mental and emotional well-being is at risk if the cycle of pessimism remains unchecked.
In such a context, on 1st of October, Softlogic Life took an unusual route to take this message to society by partnering with the press and using their cover page as the perfect medium to raise awareness.
The headlines which are usually mostly negative, were re-written in children's handwriting with colorful and innocent styles sharply contrasting with the news, grabbing the readers' attention to the impact of these stories on young minds with a request to change the story by spreading a positive outlook of our country for a brighter future.
The QR code embedded on the cover when scanned gave this message more meaningfully through the voices of our future generation.
"As a nation, it is our collective duty to show our children that, even in the face of adversity, Sri Lanka holds immense potential for growth, innovation, and transformation," said Softlogic Life’s Head of Marketing Chamindri Pilimatalauwe.
"The stories we tell today will shape the leaders of tomorrow.
We must replace the narrative of negativity and despair with hope and possibility, empowering our children with the courage, vision, and belief that they can drive the progress our country needs.
As the best health insurance proposition in Sri Lanka we felt that it is both timely and imperative to spearhead this discussion.
Psychologists agree that a child's environment can profoundly affect their development. Dr Avanthi Jayasinghe, a leading clinical and counselling psychologist in Sri Lanka, noted:
"Constant exposure to negative narratives limits a child's belief in what they can achieve.
It creates a mental framework where the child becomes conditioned to a mindset of limitations rather than possibilities.
To foster creativity, resilience, and ambition, it is critical to surround children with stories of hope, progress, and inspiration."
Dr. Jayasinghe commended Softlogic Life for taking a stand at this critical juncture, highlighting the importance of corporate responsibility in shaping a better future for the nation.
"Mental health is rapidly becoming a serious topic of discussion, but we don’t see many addressing it.
At a time when negative influences are pervasive, it's heartening to see a major industry player like Softlogic Life stepping in to lead this conversation.
By promoting a culture of positivity and inspiration, the company is addressing a pressing societal issue that actively contribute to the mental and emotional well-being of Sri Lanka's next generation.
This campaign can create a ripple effect, encouraging other stakeholders to join in to #ChangeTheStory, by rewriting the narrative for our children."
Softlogic Life's latest campaign encourages adults—parents, teachers, and the broader community—to be more mindful of their conversations around children.
The company aims to use different platforms to spread awareness about the importance of positive messaging, calling for a collective effort to shift the national dialogue toward stories that highlight potential, innovation, and solutions.
Softlogic Life’s Managing Director Iftikar Ahamed stated,
“We have always led with positivity at our core.
The biggest testament to this is when the company disrupted the insurance landscape in Sri Lanka converting it from a fear driven negative to a positive one with a focus on health and enjoyment rather than resort to dark themes.
This bold step not only enabled Softlogic Life to move market places to become the 2nd largest life insurer with market leadership in health insurance but also drove an entire industry forward.
Today we protect over 1.5 million lives and as a company that believes in positivity, we consider it our responsibility to address topics around holistic well-being of Sri Lankans, especially when it comes to the progress of Sri Lanka and its future generation.”
As a responsible corporate entity, Softlogic Life remains dedicated to fostering environments where the country's future generation can thrive, ensuring that they grow healthy and full of hope and ambition.
With this message, the brand invites the nation to join hands in rewriting the narrative for Sri Lanka's next generation, let’s #ChangeTheStory—to one filled with inspiration, positivity, and endless possibilities.