The Challenge:
Prasad Siriwardana, a distinguished A/L Physics teacher and political newcomer, entered the Gampaha district’s electoral race under the Samagi Jana Balawegaya (SJB). While his reputation as an educator granted him recognition, he faced the formidable challenge of distinguishing himself in a crowded field of seasoned politicians. The campaign needed to resonate with diverse demographics while effectively translating his identity as an educator into a credible political persona.
The Idea:
INSEL Holdings crafted a campaign strategy rooted in the principles of authenticity, accessibility, and education-driven messaging. With the tagline “ගෞරවනීය ඇමතුමක් 🇱🇰” (An Honorable Call), the campaign sought to emphasize Prasad’s dedication to uplifting his community through education, innovation, and local development.
Tagline: “ගෞරවනීය ඇමතුමක්” (An Honorable Call)
In a political landscape where the honor associated with leadership has eroded, “ගෞරවනීය ඇමතුමක්” boldly stands as a call for a return to integrity and respect in governance. This tagline embodies Prasad Siriwardana’s unwavering commitment to dignity, transparency, and accountability. It positions him as a leader who not only values the trust of his voters but also strives to earn it through actions that uphold the true essence of honor in public service.
At the heart of the campaign was the innovative use of digital tools to create a two-way dialogue between Prasad and the electorate. This approach emphasized trust, inclusivity, and a focus on real issues impacting the Gampaha district.
Execution:
- Digital Branding:
- Website Development: A professional, mobile-friendly website served as the campaign’s digital hub, featuring Prasad’s biography, vision, event updates, and testimonials.
- Social Media Optimization: INSEL utilized platforms like Facebook, Instagram, TikTok, and YouTube to craft compelling narratives through videos, infographics, and testimonials.
- Audience Engagement:
- Segmented Outreach: Using advanced data analytics, the campaign identified key voter segments—students, parents, educators, and first-time voters—and tailored messages to resonate with their unique interests.
- Live Interactions: Prasad hosted live sessions on social media, providing a platform for real-time interaction with voters and addressing their concerns directly.
- Creative Content:
- Impactful Video Campaign: The highlight was “The Ad You Stay In”, a video ad that seamlessly blended emotional storytelling with actionable policy ideas.
- Voter Mobilization:
- Youth Engagement Programs: Initiatives like 10 Days in Campaign, a campaign internship for youth, provided direct involvement opportunities, fostering a sense of ownership among young voters.
- Grassroots Events: Pocket meetings and community gatherings established a strong local presence.
- Crisis Management:
- Digital War Room: A dedicated team monitored online discourse, swiftly addressing misinformation or negative narratives.
- Transparent Communication: The campaign maintained a clear, consistent voice across all channels, building trust and credibility.
The Outcome:
The campaign’s innovative and people-focused approach resulted in remarkable success:
- Electoral Victory: Prasad Siriwardana was elected to the Sri Lankan parliament, securing a significant share of the vote in Gampaha.
- Unprecedented Reach: The campaign achieved a 75% reach among the target demographic on social media within two weeks.
- Engaged Electorate: Thousands of voters participated in live sessions, events, and social media interactions, creating a robust community of supporters.
Impact Beyond the Election:
The campaign set a new standard for political marketing in Sri Lanka by combining digital innovation with grassroots activism. Even post-election, elements of the campaign—like the website and social media platforms—continue to serve as tools for constituent engagement and accountability.
Conclusion:
The Prasad Siriwardana campaign stands as a testament to INSEL Holdings’ ability to craft impactful, innovative, and voter-centric campaigns. By blending storytelling with technology and engagement, INSEL didn’t just secure votes—it fostered hope and trust, paving the way for a new era of Sri Lankan politics.