TBWA’s 70% bigger newspaper letters pays tribute to the elderly Sri Lankan population

In most Asian countries elders play an active role in shaping local communities. Sri Lanka is no exception. However, young people have increasingly started to forget their contributions. So, TBWA along with PHD Sri Lanka found a way to re-ignite that feeling of respect towards elders in a tangible manner, by way of a BIG tribute that would also remind the elderly population that they are still thought of.

A few simple insights led to The TBWA Sri Lanka’s BIG idea. Firstly, the older you get, the weaker your eye sight and secondly, however hard it was, the older generation still assiduously read their daily newspaper as their prime source of news and information. So, on the International Day of Older Persons, the tribute appeared in Sri Lanka’s widely distributed local language national newspaper ‘Mawbima’ and ‘Ceylon Today’ (English) national daily newspaper. It was an increase of their overall font size from the normal 10pt to 17pt. An increase by as much as 70%! It was literally the biggest tribute done by any publication or media for elders anywhere, which incidentally also brought tears of gratitude to their eyes.

Credits – Chief Creative Officer: Subhash Pinnapola. Art Director: Vijitha Wijewarnakula. Copywriters: Dileepa Jayakody, Shanuki De Alwis, Chaminda Maolligoda, Imaad Majeed.