TBWA Sri Lanka and PHD Sri Lanka have joined forces to put forth a media-first initiative for International Day of Elders. Given that sight weakens with age, both companies sought to find a way to allow these elders to continue to read their favourite newspapers effortlessly.
They jointly convinced the Mawbima Group of Newspapers, publishers of the ‘Mawbima’ (Sinhala) and ‘Ceylon Today’ (English) daily newspapers, to increase the font size of their publications by 70% from the normal 10pt to 17pt. The initiative was extended to involve the general public as well – they could join the tribute on social media by adopting the campaign mnemonic as their profile picture.
This innovation was picked up and featured by 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 programmes. Many commended this initiative as an all-round thoughtful gesture and a timely one.