Softlogic Life spearheads key initiative to eradicate dengue in Sri Lanka

From left: Softlogic Life Insurance PLC Managing Director Iftikar Ahamed, Chief Technical Officer Pranama Perera and Chief Marketing Officer Kavi Rajapaksa 

Softlogic Life has launched an innovative campaign to raise awareness and educate individuals on preventing dengue in Sri Lanka. 

With the aim to curb the spread of the disease, Softlogic Life’s novel campaign harnesses the power of creative communication and engagement to reverse the tide of dengue infections, thereby hoping to protect Sri Lankans from this preventable illness. 

Developed by Softlogic Life, the unique campaign introduces the captivating ‘Dengeez’ band, featuring two animated dengue mosquitoes named Maduri and Maduranga. Performing in a catchy music video, the duo asks the general public to create breeding grounds for them to perform on, as they plan to embark on a grand music tour across Sri Lanka. By curating this narrative, Softlogic Life employs a creative and strategic approach to capture the attention of the general public and encourage them to take necessary precautions to prevent dengue. 

Softlogic Life Insurance PLC Managing Director Iftikar Ahamed said: “At Softlogic Life, we believe in proactively contributing to the betterment of society, owing to our commitment to protect over 1.3 million lives and the holistic well-being of our local communities. Dengue fever continues to be a pressing concern in Sri Lanka, with a significant rise in cases observed in recent times. With this in mind, we are proud to take the lead through this comprehensive campaign, harnessing creative approaches and leveraging strategic partnerships to inculcate a meaningful impact on the country’s fight against dengue. We urge everyone to join us in this crucial endeavour and take necessary precautions to prevent the spread of dengue.”

“Softlogic Life Insurance has always prioritised the well-being of our policyholders and the wider Sri Lankan community. Witnessing the concerning rise in dengue claims, we felt compelled to take decisive action,” explained Softlogic Life Chief Technical Officer Pranama Perera. “Our comprehensive campaign is a proactive solution crafted with passion, aimed at countering the spread of dengue fever across the country. By introducing innovative approaches and fostering community engagement, we are empowering individuals with the knowledge and resources necessary to prevent dengue. This campaign exemplifies our unwavering commitment to protect our policyholders and ensure a safer, healthier Sri Lanka, free from the impact of dengue fever.”

“As a trusted life insurer, we took an innovative approach with this campaign that reflects our determination to combat dengue and protect lives of all Sri Lankans,” stated Softlogic Life Insurance PLC Chief Marketing Officer Kavi Rajapaksa. “By employing a strategy that utilises reverse psychology, we aimed to disrupt the existing public mind-set and capture their attention in a unique way. Through the ‘Dengeez’ band, we sparked conversations and intrigue, compelling Sri Lankans to actively consider the urgency of preventing dengue. By challenging conventional marketing strategies, we hope to generate public dialogue and emphasise the need for collective action against dengue, thereby creating lasting change in our communities.” The multi-channel campaign is being carried out across digital, radio, and television platforms to maximise its reach and impact. 

The campaign also reaches its employees and customers through educational text messages, disseminating crucial information on dengue prevention across all platforms. 

Additionally, Softlogic Life Insurance has also partnered with ‘Shri’ FM to conduct a town storming dengue awareness campaign called ‘Let’s Stop Dengeez’, which covers dengue hot spots in 36 locations across Colombo and Gampaha districts. These programs provide interactive sessions, expert advice, and practical demonstrations to empower individuals and communities with the knowledge and tools needed to combat dengue effectively.