In general, Asian people place enormous value on the elders citizens, showing deep respect towards their contributions in shaping local communities. But today’s fast-paced lifestyle affects the time that the younger generation devotes to elders and many of them feel neglected and alone.
For this year’s International Day of Elders (28 September), TBWA Sri Lanka and PHD Sri Lanka joined forces to create a unique tribute to remind elderly population that they are still thought of. The two entities convinced the Mawbima Group of Newspapers to increase the font size of their two daily newspapers from the normal 10 points to 17 points on this day specifically.
The idea proved to be incredible inspired giving birth to waves of praise, affection and gratitude that included all the segments of Sri Lanka’s population. The elders bought with joy and emotion the newspaper’s special edition to enjoy at least for one day reading the daily news effortlessly, while the general public was invited to join in this special initiative through social media (Facebook) with the physical adoption of the campaign mnemonic as their profile picture.
The initiative also received coverage from a host of local radio and TV stations including all four morning television chat shows, three of the five leading FM radio morning shows and the two premier evening news programs.
The two publications involved, the Mawbima (Sinhala) and Ceylon Today (English), boast readership of approximately 704,000 and 83,000, respectively, and both reported selling out completely. Both also received numerous calls and letters from people who wanted to show their appreciation for the thoughtful gesture.
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