AIA Sri Lanka
has elevated its standing on the regional stage, winning Gold in the ‘Best
Social Media Campaign: Facebook’ category at the Hashtag Asia Awards 2025. This
marks a proud progression from last year’s Silver accolade, reinforcing the
brand’s commitment to innovation and impact in digital storytelling. With this
win, AIA becomes the first Sri Lankan brand to secure top honours at the
Hashtag Asia Awards for two consecutive years.
This year’s recognition celebrates AIA Sri Lanka’s pioneering initiative, AIA
Suwa Walan, a culturally resonant campaign designed to raise awareness
about breast cancer among Sri Lankan women. The campaign stood out among hundreds
of entries from across Asia-Pacific, showcasing the power of creativity and
digital engagement in driving meaningful social change.
According to National
Cancer Control Programme Ministry of Health Sri Lanka, breast cancer remains
the most commonly diagnosed cancer among Sri Lankan women. Despite its treatability when detected early, many women hesitate
to undergo regular screenings due to stigma, misconceptions, and cultural
sensitivities. AIA Suwa Walan was initiated to address these barriers
through a unique blend of tradition and innovation.
At the heart
of the campaign was a powerful metaphor: Inspired by the everyday practice of
inspecting clay cooking pots (walan) for imperfections, AIA Suwa
Walan campaign cleverly drew parallels to breast self-examinations. During
the campaign activation period, AIA distributed specially crafted clay pots rendered
in traditional Sri Lankan art styles and embedded with symbolic lumps and
illustrated with five simple steps for self-checks as tangible educational
tools. The campaign’s digital storytelling brought the message to life on the
world wide web.
The initiative gained widespread support from social media influencers and the
public, sparking nationwide conversations around women’s health. The campaign’s
digital reach was amplified by strong engagement metrics and endorsements from
prominent social media personalities, successfully transforming the campaign into
a social movement, using Facebook as a platform for education and empowerment.
As part of
the campaign, AIA Insurance partnered with the Sri Lanka Cancer Society to
conduct activations across the country and further drive home the importance of
taking steps to proactively manage breast cancer. These activations feature
detailed demonstrations on breast cancer, self-checks, and guidance on further
steps in case any anomalies are detected.
AIA Suwa Walan is a campaign rooted in Sri Lankan heritage,
and to see it celebrated globally is incredibly rewarding. This award
highlights the power of culturally sensitive storytelling and the unmatched
reach of digital platforms like Facebook in driving social change. This
milestone reinforces AIA Insurance’s leadership in innovative marketing while
highlighting Sri Lanka’s growing influence in the global digital landscape
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Natasha
Natasha
Aug 05 2025
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