Softlogic Life’s ‘Leda Leda’ campaign inspires Sri Lankan families to embrace a ‘Honda Leda’ culture innew normal
Inspiring Sri Lanka to better navigate the new normal challenges unitedly, Sri Lanka’s best health insurer Softlogic Life has geared themselves to drive a public dialogue on mental and physical wellbeing of adults and children through its iconic brand campaign ‘Leda Leda’. With the raging pandemic affecting people physically and emotionally, Softlogic Life becomes the only brand in Sri Lanka to initiate a timely conversationaround this topic by inspiring Sri Lankans to adopt a ‘Honda Leda’ (good sicknesses) culture, together as a family to combat the ‘bad sicknesses’ which has been brought by COVID-19′.
The ‘new normal’ practices and regulations around work, education, business operations and social constructs haveaffected people in various ways and bringing about stresses that were not previously prevalent. In such a context, Softlogic Life understood that one of the most unspoken yet essential tension points that arose during COVID-19′ was its significant effect on the state of mind, impacting individual behavior in various ways. As a brand committed towards driving a great quality of life among all Sri Lankans, Softlogic Life has recognized its duty to bring notice tothis social tension and inspire individuals and families to look at ways to overcome the pandemic’s challenges—especially towards creating a more positive state of mind. Softlogic Life believes, that creativelyand collectively embracing good sicknesses as one Sri Lankan family (‘PawulPitin Honda Leda’)is imperative to keep families closely knit as it can help each member to remain happy and healthy to get through these unprecedented times together.
KaviRajapaksha, Vice President – Marketing at Softlogic Life, said “The COVID-19’ pandemic impacted all facets of life as we know it for both families and individuals. Parents were forced to juggle work and family time simultaneously, leading to unwanted stress and difficulties. Children were stuck with a device all the time as interactions with friends was not possible, whilst extra-curricular activities and schools were limited. Even though they were at home, the parents’ unavailabilitydue to work from home arrangements, created a sense of being ignored mostly among younger kids and the older kids started getting sucked into technology and many other unhealthy habits that came along with it. The most alarming truth is that, theywould treat this as the normal way to grow up even in years to come. In addition, even older parents, youth and individuals who are single were stuck at home, with their chances to connect with the outside world and their families being completely blocked, giving them a very strong sense of loneliness that can lead to many other stress situations.”
“As a responsible Sri Lankan brand that constantly works towards enhancing the quality of life of our customers, we saw how families and individuals were struggling to cope up with the unprecedented changes which COVID-19′ brought, especially from a mental point of view. We took it upon ourselves to bring about a positive change for all Sri Lankans and build a platform to drive a conversation around how our country has to unite as one family through a hondaleda culture to mitigate these issues. To do that, we are leveraging our award-winning ‘Leda Leda’ campaign to drive powerful communications through different mediums and build a solid dialogue within our communitiestominimize the pandemic’s adverse impact on our people, especially our future generations,” Rajapaksha commented further.
Launched in 2018, the ‘Leda Leda’ campaign changed the perception of insurance in the country and became the most talked-about piece of communication for its creativity, effectiveness, execution quality and engaging value. It won the coveted ‘Brand of the Year’ award at the Effie Awards 2019, making Softlogic Life the only Sri Lankan financial services brand ever to win this accolade at the Effie Awards. Today Softlogic Life aims to use this same campaign that has won the attention of Sri Lanka, to inspire adults and children to pursue good sicknesses as families by making great choices regarding their fitness, wellness and nutrition to stay strong amidst testing times.