Content related to SPREADING THE LIGHT AGAINST WOMEN'S ABUSE / J. Walter Thompson Sri Lanka

SPREADING THE LIGHT AGAINST WOMEN’S ABUSE - A MODERN DAY STORY TOLD ON A 200 YEAR OLD MEDIUM

PROBLEM

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?

Background

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.

IDEA

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.

IMPACT

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.’