Care International: SPREADING THE LIGHT AGAINST WOMEN'S ABUSE

Credits & Description:

Category: Special Build

Advertiser: CARE INTERNATIONAL

Product/Service: CARE INTERNATIONAL

Agency: JWT SRI LANKA

Chief Creative Officer: Team JWT

Executive Creative Director: Team JWT

Creative Director: Team JWT

Copywriter: Team JWT

Art Director: Team JWT

Account Supervisor: Team JWT

Account Manager: Team JWT

Planner: Team JWT

Account Manager: Team JWT

Planner: Team JWT



Ambient Execution Description

Women's abuse is rampant in Sri Lanka. There have been hundreds of messages but can we say the message in a way the public will listen?



During the holy celebration for Buddhists, thousands gather in the capital city to learn about a 2500 year old philosophy brought to life through stories on the 200 year old medium of Pandols. A Pandol is the size of several billboards put together.



CARE, a humanitarian organization that fights Gender Based Violence used this ancient outdoor medium to create a never before seen Pandol. Instead of the traditional stories people expected to see, we highlighted the key areas where women’s abuse takes place.



So, on the most significant religious festival in Sri Lanka, we made millions see the light on women's abuse without even preaching a single word.