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Monday, 22 September 2014 00:00 - - {{hitsCtrl.values.hits}}
The Company specialises in creating effective communication strategies and in delivering powerful messages that speak, move and excite. With a look towards the future, and a unique local knowledge, REDLIME delivers powerful messages that speak, move, and excite.
“Over the past nine years, REDLIME has been committed to a wide range of social advocacy work in the hopes of addressing the spectrum of issues facing Sri Lanka. REDLIME has shone a spotlight on problems that have taken root in Sri Lanka, and the specific ways these problems have been handled by various NGOs, INGOs, governmental agencies, charities, and communities,” the Company said in a statement.
REDLIME Founder and Chief Strategist S.D. Nishanka, in commenting on REDLIME’s social advocacy work, said, “Our team strives to create a media forum, focusing on youth, gender and environment for people to discuss, express, participate and be involved in the sustainable development process while building a knowledge-based society using social media and alternative communication methods for positive social change.”
When REDLIME worked on a gender equality campaign for CARE, they created a series of short animations which explore different aspects of gendered behaviour within the Sri Lankan cultural context. Narrated by a male, these vignettes speak to the traditional ideas of masculinity and femininity, and subverts expectation by discussing these changes to traditional gendered roles as interchangeable. REDLIME has been on the forefront of using alternative mediums and aesthetics to more effectively convey strong messages.
“REDLIME understands impact, from impactful actions, to impactful messages. When The Asia Foundation and the Traffic Police approached REDLIME to create a series of short films about traffic problems and road accidents, the REDLIME team understood the universality of the problem and thus used cutting edge stop-motion animation techniques to present the facts in a compelling and universally understandable way,” Nishanka said.
To address community based problem solving, REDLIME created a short documentary film on Save the Children International’s Child-Led Disaster Risk Reduction initiative. Because this program focuses on the agency and advocacy of children, REDLIME decided that the best way to document this community action was to let the children speak for themselves. This is a whole new way of understanding community and the self in terms of analysing problems and addressing issues.
REDLIME also creates moving visual profiles of organisations. To profile the Neelan Tiruchelvam Trust, and its role as an indigenous grant-making organisation, REDLIME profiled the projects that benefitted from the work of the NTT. As a Sri Lankan company dedicated to social advocacy, REDLIME also possesses indigenous knowledge that helps in the quest towards social justice. Using this indigenous knowledge and overlapping ideology, REDLIME crafted a film that truly exemplifies the heart of the NTT.
As part of its creative solutions, REDLIME created ‘The People’s Show’ with the European Union, a prime-time forum for open and honest discussion of the issues facing Sri Lanka and Sri Lankans. Fostering awareness and discourse, The People’s Show won Best TV Show at the Sumathy Tele Awards in 2010.
Nishanka said REDLIME strives to inspire the individual, affecting social change one person at a time. This ethos can be witnessed through the breadth of REDLIME’s Social Advocacy work. “Through a deep understanding of social advocacy and a desire to help individuals, the creative team at REDLIME creates impactful work to help spread these messages of hope and humanity,” he added.
