Sri Lanka’s top life insurance brand Ceylinco Life won yet another prestigious international accolade for its commitment to the community.
The company received the top award for Social Marketing at the 2010 Brand Excellence Global Awards presented by the World Brand Congress at Taj Land’s End in Mumbai recently.
The award is the second consecutive Brand Excellence Award won by Ceylinco Life at this event since 2009. At last year’s presentation the company received the overall award for brand excellence across all categories.
Social Marketing is defined as the application of commercial marketing concepts, knowledge, and techniques to non-commercial ends for society’s welfare.
The 2010 World Brand Congress Award for Social Marketing was presented to Ceylinco Life in acknowledgement of the company’s principal social marketing initiative, “A healthy Nation,” a countrywide campaign that combines communications with tangible physical and material interventions that have touched the lives of well over 100,000 people.
The campaign encompasses projects such as the Ceylinco Life “Waidya Hamuwa” free medical camps, “Senehasaka Udanaya” educational workshops for pregnant women, Thalassaemia awareness seminars and blood donation camps organised for the National Blood Transfusion Service.
“This award is noteworthy as it recognises both marketing skill and a brand’s ability and willingness to espouse social causes on an impactful scale,” Ceylinco Life Director & Deputy CEO Thushara Ranasinghe said. “We are proud to accept this award as it is also an independent validation of the fact that Ceylinco Life has persisted with its community commitments, even in challenging times for business.”
He pointed out that Ceylinco Life’s flagship Social Marketing initiative ‘Waidya Hamuwa’ (Meet the doctor) conducts an average of 60 free medical camps islandwide every year. The programme has traversed the island over the past seven years, conducting medical checks and dispensing advice to more than 90,000 people. Between January and August 2010 alone, doctors conducting the Waidya Hamuwa programme saw 8,853 people at 32 medical camps.
Leveraging its countrywide presence to interact with needy communities in remote under-served villages and towns across the island, Ceylinco Life’s social marketing agenda seeks to address the most common causes of ill-health in rural areas-lack of knowledge and inadequate access to doctors.
The Social Marketing Award was accepted in Mumbai on behalf of Ceylinco Life by the company’s Events & Promotions Senior Manager H. A. Suraweera and Brand Manager Rajiv David. Top executives representing the biggest brands in 161 countries attended this year’s World Brand Congress.
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