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Non-Traditional
Media Promotion

Finalist

Entrant: Leo Burnett Solutions Inc, Colombo

Mawbima
"The Worlds First Mosquito Repellent Newspaper"

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Corporate Name of Client: Ceylon Newspapers (Pvt) Limited
Account Manager: Sean Pompeus
Media Planners: Nilusha Wanasinghe/Chandani Abeyrathne
Planning Director: Murtaza A. Tajbhoy
PR / Marketing: Caryll Van Dort/Roshenka Jayamaha
Agency: Leo Burnett Solutions Inc, Colombo
Global Chief Creative Officer: Mark Tuttsel
Chief Creative Officer: Trevor Kennedy
Creative Directors: Athula Kathriarachchi/Eraj Wirasinha
Associate Creative Director: Dileep Kulathunga
Copywriters: Malaka Samith/Farzad Mohideen
Art Directors: Sithum Walter/Shayani Obeyesekera
Illustrator: Prasad Chathuranga
Production Company: X-Ten, Colombo

Description of the Project:
In 2013, Dengue, the deadly mosquito-borne fever reached epidemic proportions in Sri Lanka. ‘Mawbima,’ an up and coming mass-market newspaper, wanted to make a difference.

Our idea was to mix citronella essence, a natural repellent, with ink, and create the world’s first mosquito repellent newspaper.

Mawbima’s campaign began with print ads and social media as well as posters with bus stop posters printed with our mosquito-repellent ink. Prevention patches were given to kids and informative articles on the illness ran in the paper. The campaign then concluded with the printing of the world’s first mosquito-repellent newspaper.

Mawbima saw sales increase sales by 30% and readership rose by 300,000 people – more than the paper ever expected.

The innovative paper featured in over 90 international media outlets and earned thousands of likes, shares and comments on social media.