SPREADING THE LIGHT AGAINST WOMEN’S ABUSE - A MODERN DAY STORY TOLD ON A 200 YEAR OLD MEDIUM
Women’s abuse is rampant in Sri Lanka. Worse still, the public has stopped listening to campaigns against it. Can we get them to see the light, without preaching a single word?
The Holy Month of Vesak celebrates the Birth, Death & Enlightenment of Lord Buddha. It is also the Festival of Lights, when millions of people throng the streets to absorb the 2500 year old stories of Buddhist teachings, depicted on the 200 year old medium of ‘Pandols.’ These gigantic areca nut wood structures carry illustrated storyboards lit by hundreds of colourful bulbs, fed off an indigenous circuit contraption found only in Sri Lanka.
We erected a one-of-a-kind pandol for CARE International, using this ancient art of storytelling to tell a modern day story; the different types of abuse suffered by women in schools, buses, streets, offices and at home, with the underlying message of ‘equality for all’ preached by Lord Buddha himself.
During a period when people have their minds open to receive Buddhist teachings, approximately 1 million Sri Lankans stood in front of our unique pandol, visibly moved by our message to ‘Spread the light against women’s abuse.’
CARE INTERNATIONAL - SRI LANKA - CARE
SPREADING THE LIGHT AGAINST WOMEN'S ABUSE / J. Walter Thompson Sri Lanka
Women's abuse is rampant in Sri Lanka. There have been hundreds of messages but can we say the message in a way they 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 created a Pandol like nothing they have seen!
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.