Ada: How a newspaper helped a nation heal the wounds of war

This case study shows how, Ada ('Today'), a young newspaper in Sri Lanka, promoted national reconciliation in the run up to New Year celebrations to increase its circulation.

Ada: How a newspaper helped a nation heal the wounds of war

Murtaza A. Tajbhoy

Campaign details

Brand owner: Wijeya Newspapers LimitedLead agency: Leo Burnett SolutionsContributing agency: Starcom Sri LankaBrand: Ada NewspaperCountry: Sri LankaIndustry NewspapersChannels used: Internet - display, Newspapers, Outdoor, out-of-home, Public relations, Social mediaMedia budget: Up to 500k

Executive summary

After Sri Lanka's brutal 30-year civil war, the process of reconciliation was still not complete. Sri Lanka was still a society in need of healing, reconciliation and a heightened sense of nationhood. In...

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