AIA Insurance bags multiple wins at 4A’s Advertising Awards 2024
AIA Insurance gained many wins at the recently held 4A’s Advertising with a remarkable five awards recognising the company’s creative and engaging campaigns.
AIA’s ‘Suwa Walan’ was a campaign that emerged as a standout, securing three awards including two Gold awards. The campaign done in collaboration with the Sri Lanka Cancer Society and creative agency Loops integrated, was a unique campaign that tapped into local insights to drive awareness and education about breast cancer and the importance of self-examination.
The campaign combined physical and digital elements to drive this education and awareness by leveraging the cultural practice of Sri Lankan women checking clay pots (Walan) for imperfections by which, the campaign effectively communicated the importance of self-examination in a culturally sensitive manner.
The campaign addressed the hesitations Sri Lankan women have regarding regular checkups due to taboos, misconceptions about pain, and costs.
By paralleling the practice of checking clay pots with self-examination for breast cancer, Suwa Walan resonated deeply within the cultural context, encouraging women to adopt regular self-screening practices.
This campaign won Golds for ‘Best Use of Ambient Media’ and ‘Design (Environment & Experience) ’ as well as Bronze in ‘Use of Cultural Nuance – Static Special’.
Celebrated for its insightful incorporation of cultural elements, The AIA ‘Prarthana Kodiya’ campaign also yielded impressive results, with two awards including Silver in ‘Best Use of Activation – Not For Profit’ and Bronze in ‘Best Use of Ambient Media’.This campaign in collaboration with creative agency TBWA was carried down during the AIA Poson Safety Programme.
Tapping into potent local insight, AIA rolled out an initiative to deter pilgrims from taking risks in the water. By using a traditional Buddhist ‘wish flag’ ‘Prarthana Kodiya’ with the message ‘May the devotees not get into unsafe waters’, AIA successfully conveyed the importance of safety.
The campaign’s distribution of wish flags at strategic locations not only delivered the message effectively but also left a memorable impression on the audience, encouraging safe practices during the pilgrimage.
AIA’s CMO Sasith Bambaradeniya commented; “We were so happy to have been recognised at this prestigious awards ceremony as we place immense importance of effective creativity, purposeful engagement and empathy led marketing. These awards are a testament to our commitment to pushing the boundaries of creativity and innovation, while underscoring our purpose of delivering compelling and impactful campaigns that leave a lasting impact.”
“We look forward to more innovative campaigns that not only captivate and engage but also contribute positively to our community.A shout out and thank you to my amazing team at AIA that make magic, not to forget our dynamic creative agency partners.Here’s to many more great things together.”
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