Mobitel, Sri Lanka’s national mobile service provider, and Leo Burnett Sri Lanka’s digital team, won two coveted awards at the Asian Arm of The Global Customer Engagement Forum & Awards ceremony on April 25 in Mumbai, India.
Mobitel and Leo Burnett were rewarded in two categories for their initiative on customer engagement,’ Suicide Prevention.’ For its suicide prevention campaign, the duo won Gold for’ Best Use of Social Message for Customer Engagement’ and Silver for’ Successful Use of CSR Activity’ in the Digital Marketing category.
Understanding the strong digital habits of the most vulnerable segment, Leo Burnett worked with Ashanthi & Randhir to create a song (Hitha dhannei Mithurangei) for the initiative, urging people to “keep chatting” with each other; synchronizing with Mobitel’s brand value of “Connecting People.” Without focusing on the dark aspects of suicide, the initiative educated people to connect, reach out, and discuss their related issues.
Mobitel connects with people across all platforms through such high-impact initiatives depending on the initiative’s goals and objectives. In such tangible projects, his credo of caring is always best reflected.
Sri Lanka faces one of its biggest mental health challenges, with 10% of the population affected by mental health problems; 2% of the population suffering from major psychiatric disorders such as severe depression, schizophrenia and bipolar disorder as per the Ministry of Health.
Thus far, the number of downloads of the pop song on the mTunes platform is 20,815. Due to the revenue generated by the campaign, Mobitel is refurbishing and providing required equipment to the most prominent suicide help center (Sumithrayo) in Sri Lanka
