Campaign details

Brand: Softlogic Life
Lead agency: Mindshare Sri Lanka
Region: APAC

Objectives

The objective here went beyond the usual business goal in terms of market share or awareness goals but yet had an underlying long-term positive brand positioning consequences which was to fulfil a human obligation of taking the best possible effort to save at least one life – if not many during the recent floods one the largest human catastrophes to hit Sri Lanka in the recent past.

Target audience

The flood affected communities living across more than 15 districts of Sri Lanka, out of which 7 Districts which were critically affected.

Creative strategy

The affected were completely 'disconnected' from the rest of civilization and there was complete ignorance on the number of people affected and the actual condition of those affected.

The Disaster Management Centre (DMC), the government affiliated body, to provide aid and rescue, had to rely on people trying to get in touch with the DMC through telephone (voice calls) – seeking help from the affected areas to a greater extent rather than DMC reaching out to them which was not possible due to number of fatal landslides and road network being inundated, where reaching out physically to the affected was minimal.