Geometry Global, a Strategic Business Unit of the Ogilvy Group Sri Lanka, won five awards including the coveted Blue Dragon for the ‘Best Campaign in Country’, at the Dragons of Asia 2024 Awards held recently in Kuala Lumpur, Malaysia. These awards recognized the agency’s impactful ‘Books that Keep on Giving’ campaign for ProMate (Printxcel), a leading stationer in Sri Lanka.

The Dragons of Asia Awards annually celebrate excellence in marketing communications across the Asia-Pacific region. It recognises the most innovative and impactful campaigns that have successfully engaged audiences and driven business results in each entry category, as well as the Best Campaigns by Country and the Best Campaign in Asia.

In addition to the Blue Dragon Award for the ‘Best Campaign in Sri Lanka’, Geometry Global’s ‘Books that Keep on Giving’ campaign won the Gold in the ‘Best Cause, Charity Marketing, or Public Sector Campaign’ category at the Dragons of Asia Awards 2024.

Meanwhile, in the Dragons of Sri Lanka Awards, also presented during this event, the campaign won the Gold in the ‘Best Small Budget Campaign’ category, a Silver in the ‘Best Brand Building and/or Awareness Campaign’ category, and a Black Dragon in the ‘Best Social Media or Word of Mouth Campaign’ category.

The ‘Books that Keep on Giving’ campaign for ProMate Sri Lanka tackles the critical issue of supporting visually impaired students in the wake of prices of books and paper surging by 300% in the country.

With over LKR 25 billion worth of paper discarded annually, the campaign offered a simple solution to the problem – donate used notebooks so they can be upcycled for Braille writing. By repurposing the donated notebooks in this manner, visually impaired students are provided the same learning opportunities of a brand-new book, converting them to ‘Books that Keep on Giving’.

The campaign’s core communication content was a moving video that served as a nationwide call to action to donate used notebooks. The video, which invited companies, schools, charities, and other entities to donate used notebooks, was a viral success.

Collection points were established across ProMate’s extensive branch network in the country. Further, Volunteer Sri Lanka, a local NGO, lent its support in expanding the reach of drop-off points by offering its own volunteer bases across the country.

This effort has since collected enough books to meet the needs of all visually impaired students across every government school in the country. Collections are still ongoing, months after the campaign’s launch.