Sri Lanka is one of the less equitable countries for women. On women’s day 2022, Fairfirst Insurance wanted to address this instead of sticking to the script and putting out a generic women’s day wish.
People knew that women faced injustice in society. No one knew what exactly these issues were. Covering up all the different issues with the blanket statement “women’s issues” made it easier for people to forget it.
On women’s day 2022, we invited people on to a landing page to watch a video of upcoming actor, dancer and newscaster Uma Aseni. The video was muted. The only way to increase the volume was to share the video. Every time the video share count reached a certain benchmark, the volume increased slightly.
