Mawbima: The newspaper that stopped dengue in its tracks
Murtaza A. Tajbhoy
Campaign details
Brand owner: Ceylon NewspapersLeading agency: Leo Burnett SolutionsBudget: Up to 500kCountry: Sri LankaIndustry: NewspapersMedia: Events and experiential; Newspapers; Outdoor, out-of-home; Social media
Market background and cultural context
Background to the industry: a crowded category facing a decline
The newspaper industry in Sri Lanka is highly cluttered, with over 200 registered publications reaching 18 million readers1. The highest readership is enjoyed by the well-established Lankadeepa, reaching almost half the adult population. Sixteen other Sinhalese...