On the International Day for the Elimination of Violence against Women, the Magic Mango Group Sri Lanka created a new campaign for the Janashakthi Group and the Janashakthi Foundation.
In Sri Lanka, just as it happens around the world, many women are forced to cover up their bruises from domestic abuse day in and day out. These bruises could be covered up by makeup, longer clothing, accessories such as shawls and scarves, or even simply covered up by excuses. And the general public tends to accept these cover-ups and not think twice about it.
To highlight the issue Magic Mango released a print piece that looks beautiful at first glance, but tells a more tragic story if you only stop to look closer.
Made to target not the abuser or the abused, but every other member of the general public who comes into contact with the victims. To encourage them to look a little closer to perhaps uncover the whole story, and in turn encourage those who are victims to reach out for help.
Speaking about the campaign, Andrew Ebell, Group ECD, Magic Mango Group, said, “We may not be an industry like healthcare or education, but we always believe that advertising has the power to change the world. It’s why we do our best to support causes such as this with creativity that can hopefully make at least one life better.”
Gamika De Silva, Group CMO, Janashakthi Group, added, “At Janashakthi Group (JXG), we firmly believe that the true measure of progress lies in creating an environment where every individual, regardless of gender, feels not only safe but truly valued and heard. Our commitment goes beyond words; it is woven into the very fabric of our culture. Through this piece of work, we aim to encourage everyone to take a closer, more compassionate look at the realities many face – realities that too often go unnoticed. At Janashakthi, we are dedicated to driving change – not just in the workplace but in the broader world, by championing equality, respect, and empowerment.”
Concept: Isuru Aberathne
Creative Group Head & Art Director: Tehani Walpola
Copywriter: Lihini Welagedara
Group Executive Creative Director: Andrew Ebell
Director – Digital & Strategy: Sagar Hiranand
Director – Brands: Stuart Deckker
Associate Director – Brands: Nadia Wu
Assistant Studio Manager: MLH Wasih
