Success Story: AHANNA – Amplifying Voices for Reconciliation
The Challenge:
In post-war Sri Lanka, reconciliation and economic empowerment were critical to fostering unity and sustainable development. However, lack of awareness, misinformation, and lingering mistrust posed significant barriers to achieving these goals. To bridge this divide, the AHANNA Campaign was launched to promote reconciliation while driving economic opportunities through public engagement, awareness, and empowerment initiatives.
The Vision:
Meaning “Listen” in Sinhala, AHANNA sought to open channels of dialogue between communities, encouraging Sri Lankans to understand and embrace the shared benefits of reconciliation and development. The campaign also supported initiatives like Enterprise Sri Lanka, showcasing economic opportunities that could pave the way for collective progress.
The Role of INSEL Holdings:
- Grassroots Mobilization:
- Community Engagement Programs: INSEL Holdings organized town hall meetings, grassroots workshops, and public events across Sri Lanka’s districts, creating spaces for dialogue and shared learning.
- Youth and Women’s Involvement: Special focus was placed on empowering youth and women through tailored programs that highlighted their roles in reconciliation and entrepreneurship.
- Digital Campaign:
- Social Media Strategy: Leveraging platforms like Facebook, Instagram, and YouTube, the digital campaign reached over 1 million individuals, spreading key messages of unity, reconciliation, and economic opportunity.
- Storytelling Approach: INSEL produced short videos, infographics, and testimonials from individuals who benefited from reconciliation efforts and economic programs like Enterprise Sri Lanka.
- Engagement-Driven Campaigns: Interactive posts and live-streamed events created dynamic touchpoints for engaging with diverse audiences.
Execution Highlights:
- AHANNA at Enterprise Sri Lanka Exhibitions: INSEL coordinated on-ground awareness programs during exhibitions, reaching tens of thousands of attendees, showcasing success stories, and encouraging participation in economic initiatives.
- Collaborative Partnerships: INSEL worked closely with government bodies like the Ministry of Foreign Affairs, civil society organizations, and local influencers to amplify the campaign’s impact.
Outcomes:
- Awareness and Participation:
The AHANNA campaign significantly enhanced awareness of reconciliation efforts, with over 75% of surveyed participants reporting increased understanding of its importance. - Economic Impact:
Through AHANNA’s integration with Enterprise Sri Lanka, hundreds of individuals from marginalized communities accessed government loans, training programs, and entrepreneurial opportunities, leading to measurable improvements in livelihoods. - Community Dialogue:
The grassroots campaigns brought together diverse communities, creating over 100 dialogue sessions that helped build trust and foster collaboration among Sri Lankans. - Digital Reach:
The digital campaign achieved unprecedented engagement, with thousands of shares, comments, and reactions that showcased Sri Lankans’ readiness to embrace reconciliation and economic growth.
Recognition and Legacy:
The AHANNA campaign became a model for impactful reconciliation and economic empowerment initiatives in Sri Lanka. Its success inspired similar campaigns across South Asia, demonstrating the power of combining grassroots mobilization with digital strategy.
Conclusion:
The AHANNA campaign, with INSEL Holdings at the forefront of grassroots and digital execution, successfully bridged the gap between reconciliation and development in Sri Lanka. By amplifying voices and creating meaningful dialogue, it not only fostered unity but also paved the way for sustainable economic progress. Today, AHANNA stands as a testament to the enduring power of listening, collaboration, and action in transforming societies.