COLOMBO, SRI LANKA – Monday March 3, 2014 – Illegal immigration of ‘Boat People’ is a growing concern for many developing nations such as Sri Lanka. A thirty year civil war, ethnic conflict and high unemployment rates have led to many Sri Lankans making the perilous journey by boat to Australia with hope for a better life. Uneducated on new policies, they fall victim to people smugglers and often lose all their life savings in the process.
TBWA\TAL was presented the challenge of raising awareness of this intolerable social issue and help change the mentality of those affected by opening their eyes to the reality of the situation. The money spent on these journeys is money wasted. The campaign titled 'Salli Wathure' asked Sri Lankan people to stop throwing their money into water.
The campaign runs across television, radio, outdoor, leaflet and ground activation. It launched in February and will run for two months.