The World’s First Mosquito Repellent Newspaper
Ceylon Newspapers (Pvt) Ltd
Issue 35 | June 2015
Agency
Leo Burnett Solutions Inc.
Creative Team
Chief Creative Officer Trevor Kennedy Creative Group Head/Art Director Sithum Walter Senior Art Director Shayani Obeyesekera Creative Directors Eraj Wirasinha Athula Kathriarachchi Creative Group Head/English Copy Farzad Mohideen Associate Creative Director Dileep Kulathunga Copywriter Malaka Samith Illustrator Prasad Chaturanga Visualisers Nadeera Warawita Hassan Samdin
Production Team
Director Operations Mehnaz Ilhamdeen Digital Artist Jayantha Liyanage Senior Executive-Digital Art Production Dennis Mather Production Company X-Ten (Pvt). Ltd.
Other Credits
Chief Executive Officer, Starcom Sri Lanka Michael Holsinger Director, Arc Worldwide Sri Lanka Shivanthi Jayasinghe Senior Brand Manager, Leo Burnett Sean Pompeus Senior Media Manager, Starcom Sri Lanka Nilusha Wanasinghe Media Manager, Starcom Sri Lanka Chandani Abeyratne Director, Public Relations, Arc Worldwide Sri Lanka Caryll Van Dort Group Head PR, Content & Strategy, Arc Worldwide Sri Lanka Roshenka Jayamaha Public Relations Executive, Arc Worldwide Sri Lanka Tasneem Sideeque
Date
April 2014
Background
Mawbima was a mass-market, national newspaper battling it out in a crowded category. The brand was challenged to retain and grow market share in a declining category. Rather than try to tell people that it was a better newspaper, the approach was to show how Mawbima could make a difference to people's lives.
One of the most pressing problems in Sri Lanka was that of dengue fever. The mosquito-borne disease affected 30,000 people in 2013, claiming many lives, including those of children.
Idea
While many Sri Lankans were well aware of dengue, there was far less understanding of what they could do to protect themselves from it naturally.
For instance, citronella oil was a proven 'natural' insect repellent considered safe for children. What Mawbima did was to mix citronella essence with ink so that every printed word in the paper could protect the reader from mosquitoes, especially first thing in the morning and in the early evening, the times of day the dengue mosquito attacked. On World Health Day, Mawbima published the world's first mosquito-repellent newspaper.
A graphic was created for the anti-dengue campaign, printed with citronella-infused ink on posters at bus stops and on patches given to kids in school.
Results
Even with a 30% increase in the print run, the paper had sold out by 10.00 a.m. The resulting growth was then retained as permanent sales. This drove up revenue by 22% and helped reach an additional 300,000 readers. The campaign obtained coverage in all local dailies including Sri Lanka's most read national newspapers and radio stations, worth over USD 60,000 (Arc Media monitoring services 2014). Over 90 international media outlets also featured the campaign. The campaign even reached the attention of Bill Gates.
In a challenging year for its competitors, Mawbima enjoyed a 2% increase in market share. And made a significant impact in arresting the spread of dengue in Sri Lanka.
Our Thoughts
For years the print industry has been wondering what to do in the face of the digital revolution. At last we are beginning to see new ideas being applied to this oldest of media. Recently we have seen new inks capable of transmitting electrical impulses (a Gold winner at the Dubai Lynx Awards for Publicis MENA and Chrysler) and, in the last month, an initiative from Saatchi & Saatchi Germany to print a magazine with ink mixed with the blood from people who are HIV positive. This is a variant of that, a brilliant way of validating the unique qualities of print.
I do hope this wins Lions at Cannes. How nice to see ex-UK creative star Trevor Kennedy taking a Gold back to his new homeland.