The initiative challenges negative perceptions of traits such as stubbornness, restlessness, or daydreaming, reframing these often seen as mischievous kids as the seeds of resilience, creativity, and leadership.
By doing so, the campaign seeks to nurture an environment that empowers children to thrive, dream, and grow into the changemakers of tomorrow.
Global research in developmental psychology shows that many traits criticized in childhood such as stubbornness, restlessness, or daydreaming are closely linked to creativity, leadership, and innovation later in life.
A landmark longitudinal study found that childhood creativity strongly predicts higher educational achievement, occupational status, and earnings in adulthood [1].
Similarly, studies in labeling theory confirm that when children are repeatedly branded as “mischievous”, “lazy,” “troublemakers,” or “bad examples,” they often internalise these labels, which can shape their identity and limit their self-esteem and future aspirations [2].
In Sri Lanka, where education and family life have traditionally emphasized discipline, conformity, and exam performance, children who do not fit these narrow definitions of “good behavior” are frequently misunderstood.
A child who questions authority may be dismissed as disruptive, while one who daydreams may be seen as inattentive, when in fact, these same qualities could mature into critical thinking, imagination, and vision.
Left unchecked, such labeling risks stifling individuality and suppressing the very skills the nation needs to build resilience and progress.
In such context, on the 1st of October, Softlogic Life launched its World Children’s Day campaign with a bold call to action: to look beyond labels and see the potential within every child.
The campaign shines a light on how reframing being mischievous as against the norm, stubbornness as determination, restlessness as energy, or talkativeness as communication skills can transform the way adults nurture the next generation.
Through this initiative, Softlogic Life urges parents, teachers, and society at large to help children channel their natural traits productively, empowering them to be the leaders of tomorrow.
"As a society and as brands, we hold the power to shape how our children see themselves and we must seize that opportunity," said Chamindri Pilimatalauwe, Head of Marketing at Softlogic Life.
"Every child carries a unique mix of traits or in our language “Honda Leda”, and by nurturing these, we can help them grow into the change makers of tomorrow.
"When children are constantly judged or compared, it can have an emotionally draining psychological impact, limiting their confidence and sense of potential.
That’s why, while guiding them, we as adults must also create space for them to discover their true calling.
The individuals featured in our campaign—Fahad Farook, Umaria Sinhawansa, Illango Ram, and Thilan Wijesekara—are powerful examples of this, showing how doing things differently can change the narrative for Sri Lanka.
This belief strongly resonates with Softlogic Life, as we continue to disrupt how insurance is done in Sri Lanka, with the purpose of driving a better quality of life for all Sri Lankans."
Sri Lanka has immense untapped potential, but we often speak of the resources and strengths yet do little to fully harness them.
It is our responsibility to inspire the next generation to think differently, to ask difficult questions, and to seek solutions, this country can be truly remarkable.
That is what we must encourage: a mindset built on purpose, determination, and possibility."
Research in psychology supports this shift in perception.
Children who are often “labelled” carry these labels into adulthood, diminishing their self-worth and limiting their potential.
However, when these traits are reframed as strengths, children are empowered to view themselves through a more constructive lens.
This boosts their self-esteem and unlocks their ability to innovate and lead.
Dr. Avanthi Jayasinghe, a leading psychologist in Sri Lanka, said, “Children's environments play a pivotal role in their development.
When we surround them with positivity and encouragement, we are helping them build a mindset that fosters resilience, creativity, and problem-solving.
It’s crucial that adults help children see their ‘flaws’ not as barriers, but as the foundation for greatness.”
Dr. Jayasinghe expressed her support for the timely campaign, stating,
“At a time when children are bombarded with labels and societal expectations, it is refreshing to see a corporate leader like Softlogic Life championing a shift towards positive reinforcement.
By recognizing and nurturing the traits often misunderstood as flaws, Softlogic Life is empowering the next generation to see their true potential.
This campaign reshapes how we, as a society, should nurture their growth and development.”
“At Softlogic Life, we’ve always believed in the power of positive inspiration and creating the right environment for innovation," said Iftikar Ahamed, Managing Director of Softlogic Life.
"Our culture at Softlogic Life is a testament to that. We have disrupted the insurance sector by communicating differently with a health and well-being focus, finding non-traditional product and distribution methods to improve accessibility, and redefining service delivery with record-speed claim settlement through technology and AI.
This is why we have earned the trust of over 1.3 million lives in Sri Lanka and we see it as our responsibility to shape a brighter, more optimistic future for Sri Lanka’s children.
This campaign is part of that commitment.”
Softlogic Life’s campaign (link - https://www.youtube.com/shorts/hWtiFpsTHyY) is a call to action for all adults to reconsider how they engage with the next generation.
By being mindful of the language, we use around children, and by supporting their individuality, we can cultivate a generation of thinkers, innovators, and leaders who will propel Sri Lanka to a brighter future.