Success Story: ‘Goda Yamu’ – A Movement for Economic Acceptance

The Challenge:
Sri Lanka’s challenging economic climate required urgent reforms, yet public skepticism and resistance threatened their implementation. Many citizens were wary of the impact of these measures, often fueled by misinformation and political rhetoric. The ‘Goda Yamu’ campaign was launched to bridge the gap between policymakers and the public, fostering understanding and acceptance of the necessary economic reforms.

The Idea:
‘Goda Yamu’—meaning “Let’s Climb Together” in Sinhala—was envisioned as more than a campaign; it was a movement to inspire unity and resilience among Sri Lankans. Spearheaded by Thinking Dots for creative strategy and INSEL Holdings for grassroots mobilization, the campaign combined storytelling, public engagement, and strategic messaging to foster trust and clarity about the reforms.

Execution:

1. Creative Campaign Design:
   • Multi-Layered Messaging: Thinking Dots developed an integrated campaign that leveraged emotional storytelling, explaining complex economic reforms in relatable terms.
   • Visual Identity: Vibrant visuals symbolized collective effort and upward mobility, resonating with diverse demographics.
   • Integrated Media Presence: The campaign was rolled out across social media, print, radio, and television, ensuring wide visibility and accessibility.
2. Grassroots Mobilization:
   • Awareness Protests: INSEL organized peaceful public awareness protests in key urban and rural areas, emphasizing unity and the shared responsibility of economic recovery.
   • Town Hall Meetings: Facilitated direct dialogue between the public, economists, and policymakers, demystifying reforms and addressing concerns.
   • Press Conferences: Regularly updated the media, ensuring consistent messaging and countering misinformation.
3. Engaging Storytelling:
   Personal narratives were central to the campaign, highlighting how individuals and communities could adapt to and benefit from the reforms. Testimonials from farmers, entrepreneurs, and youth created relatable, optimistic stories of resilience.

The Result:

• Increased Public Awareness: Surveys indicated a measurable rise in public understanding of economic reforms, with over 65% of participants reporting greater clarity after engaging with the campaign.
• Public Participation: The town hall meetings and protests drew thousands of participants, creating an unprecedented platform for civic dialogue on economic issues.
• Media Impact: The campaign garnered significant media coverage, framing the reforms in a positive light and debunking myths surrounding them.

Recognition:
‘Goda Yamu’ was awarded a Bronze at the 4A’s Advertising Festival in the Integrated Not-for-Profit Category, acknowledging its innovative approach to addressing a complex issue with a seamless blend of creative strategy and grassroots activism.

Impact Beyond the Campaign:
The initiative set a new standard for public engagement in economic policy discussions. It demonstrated how collaboration between creative strategy and on-ground mobilization could influence public opinion and foster trust in challenging times. The ‘Goda Yamu’ model is now being referenced for similar campaigns in South Asia addressing socio-economic challenges.

Conclusion:
The ‘Goda Yamu’ campaign exemplifies the power of collective effort and strategic communication. Thinking Dots’ creative brilliance combined with INSEL Holdings’ mobilization expertise not only encouraged the public to embrace necessary reforms but also united Sri Lankans under a shared vision of economic recovery. This campaign’s success transcended its goals, leaving an indelible mark on Sri Lanka’s path toward resilience and reform.