Continues Award-Winning Streak for ‘Books that Keep on Giving’ Campaign
Geometry Global, a Strategic Business Unit of the Ogilvy Group Sri Lanka, won two coveted Gold Awards at the recently concluded Effie Awards Sri Lanka 2024. The agency’s “Books that Keep on Giving” campaign for ProMate (Printxcel), a leading stationery manufacturer in Sri Lanka, secured two of the six Gold Awards at the ceremony, which saw a record-breaking 250 entries this year.
The Effie Awards stand out as the only global awards show in the country that recognizes effectiveness in marketing communications, celebrating “work that works.” Geometry Global won golds in both the Social Good – Non-Profit and Small Budget Products & Services categories.
This latest win at the Effies continues the agency’s winning streak for the “Books that Keep on Giving” campaign, which has received multiple global accolades. This includes the Dragons of Asia 2024 Awards in Malaysia, where it was recognized as the Best Campaign in Sri Lanka, and the global Epica Awards 2024, where Geometry Global became the only Sri Lankan agency to be awarded. The campaign’s continuous success at both local and international award shows is a testament to the power of creativity to drive real impact in human lives.
The “Books that Keep on Giving” campaign addressed the issue of rising paper costs affecting visually impaired students in Sri Lanka by encouraging the public to donate used notebooks. These notebooks were then upcycled for Braille writing, providing visually impaired students with the same learning opportunities as new books. The campaign’s message inspired widespread contributions, and collection points were set up nationwide through ProMate’s network and Volunteer Sri Lanka. It successfully gathered enough materials to support the students in all schools for the visually impaired across Sri Lanka.
Lalith Sumanasiri, Managing Director of Geometry Global, Ogilvy Digital, and Ogilvy Media, said, “The true power of creativity lies in the impact we make, and this win is a powerful reminder that advertising goes beyond selling products. As creatives and marketers, we have the profound responsibility to make a real difference in people’s lives and tackle social challenges. Education is the right of every child, and this campaign is about restoring that right to a community severely impacted by the country’s economic conditions. We are incredibly grateful to ProMate and everyone who joined us in this heartfelt initiative.”
Nadeera Warawita, Creative Group Head at Geometry Global, remarked, “A used notebook offers a visually impaired student the same opportunity for learning and growth as a brand new one. This simple act of repurposing a book resonated powerfully across Sri Lanka, inspiring individuals, businesses, and organizations to champion inclusive education. These Effie wins, judged solely on the effectiveness of the campaign, are a true testament to the power of purpose-driven marketing.”
