As Dengue, a mosquito-borne disease, reached epidemic proportions in Sri Lanka, a national newspaper came up with an ingenious way to help fight the virus. Leo Burnett Sri Lanka partnered with Mawbima, a mass-market paper, to produce the world's first mosquito-repelling newspaper!
Leo Burnett identified an opportunity to mix citronella essence, a highly effective natural repellent, in the paper's ink. This is an incredibly clever way to offer a bit of widespread protection and prevent the deadly disease from spreading. It also helped educate citizens about Dengue. Sri Lankans were very excited about the idea of a newspaper that could repel mosquitoes, and Mawbima's circulation increased by more than 300,000 during the campaign.
The campaign went a step farther due to its success. The citronella ink was also used to produce posters that were hung at bus stops, and Mawbima distributed mosquito-repelling stickers to schoolchildren. This is a genius and life-saving idea that has helped contribute to the country's fight against Dengue.
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