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

Murtaza A. Tajbhoy

Campaign details

Brand owner: Wijeya Newspapers Limited
Lead agency: Leo Burnett Solutions
Contributing agency: Starcom Sri Lanka
Brand: Ada Newspaper
Country: Sri Lanka
Industry Newspapers
Channels used: Internet - display, Newspapers, Outdoor, out-of-home, Public relations, Social media
Media 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 2013, Ada ('Today'), a young, struggling Sinhala-language (vernacular) newspaper, saw an opportunity to promote national reconciliation during the approaching New Year, which is traditionally celebrated by both the major ethnic groups: the Sinhalese and the Tamils.