SPREADING THE LIGHT AGAINST WOMEN'S ABUSE by J. Walter Thompson Sri Lanka for Care International

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SPREADING THE LIGHT AGAINST WOMEN'S ABUSE

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Industry Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Sri Lanka
Agency J. Walter Thompson Sri Lanka
Account Supervisor Jwt Creative Team
Released January 2012

Credits & Description

Category: Special Build
Advertiser: CARE INTERNATIONAL
Product/Service: CARE INTERNATIONAL
Agency: JWT SRI LANKA
Chief Creative Officer: Team JWT
Executive Creative Director: Team JWT
Creative Director: Team JWT
Copywriter: Team JWT
Art Director: Team JWT
Account Supervisor: Team JWT
Account Manager: Team JWT
Planner: Team JWT
Account Manager: Team JWT
Planner: Team JWT

Ambient Execution Description
Women's abuse is rampant in Sri Lanka. There have been hundreds of messages but can we say the message in a way the public will listen?

During the holy celebration for Buddhists, thousands gather in the capital city to learn about a 2500 year old philosophy brought to life through stories on the 200 year old medium of Pandols. A Pandol is the size of several billboards put together.

CARE, a humanitarian organization that fights Gender Based Violence used this ancient outdoor medium to create a never before seen Pandol. Instead of the traditional stories people expected to see, we highlighted the key areas where women’s abuse takes place.

So, on the most significant religious festival in Sri Lanka, we made millions see the light on women's abuse without even preaching a single word.