April 22 was World Earth Day. It is a day the world raises awareness to protect the planet from pollution and deforestation. The intention of marking the day is also to give a voice to emerging environmental consciousness and put environmental concerns on the front page – which is what TBWA Sri Lanka and Omnicom Media, together with the Maubima newspaper, did.
As the disruption agency, TBWA Sri Lanka and Omnicom Media decided to spark a conversation around Earth Day. Speaking with creatives at TBWA Sri Lanka, they noted: “We as a country do not celebrate World Earth Day. In fact, most of us don’t even remember which day it is. So that’s why we thought it would be important to create awareness about this day and what it means to us as Sri Lankans.”
On 22 April, TBWA Sri Lanka partnered with the Maubima Newspaper and, for the first time removed its name off the front page to deliver a thought-provoking message: You’ll lose your motherland, if you don’t protect Mother Earth.
This thought-provoking way of creating something bold that inspires people to rethink the way they look at the planet, has not been done before in the history of newspaper. The front page directed people to the full-page editorial article about the importance of commemorating this day as a country.