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Sunday, 8 February 2009

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LBSI wins Leo Intel Award

Leo Burnett Solutions Inc., was honoured with the prestigious Leo Intel Award for its "Campaign against the Recruitment of Child Soldiers" - a campaign created by the agency for UNICEF. This winning presentation for UNICEF outlined a solution towards helping to fight child conscription in Sri Lanka. The creative idea was built around the idea - "bring back the child" and the campaign was to be executed through a variety of communication channels including advertising, Public Relations and Digital Marketing. The unique idea of a `Pledge Day' on which the nation came together to pledge against the recruitment of child soldiers was the highlight of the concept. It was a simple yet effective `Act', created by the agency based on the company's global philosophy "HumanKind".

This is the second time that Leo Burnett Solutions Inc., has won a Leo Intel award. The previous award gained by LBSI in 2007 was also for UNICEF for the pitch presentation on "Combating Child Sex Tourism in Sri Lanka". This award is exceptionally significant as the company's global leadership presents only 5 Leo Intel awards each year. Submissions by the company's 94 offices across the world are evaluated to select the 5 recipients. For Leo Burnett Sri Lanka to be among one of five global offices in the network and to receive a Leo Intel Award is a very special achievement especially as it is presented for outstanding and insightful thinking in designing communications solutions.

This insightful and perceptive strategy for this campaign was crafted by a team led by Murtaza A. Tajbhoy, Trevor Kennedy, Charith De Chickera, Marsh Dodanwela, Lalindra Nanayakkara, Ashan Dias Bandaranayeke, Dileep Kulathunga, Nadaraja Somasegaram and Thusith Bandara.

The campaign was commended for its depth in thought and its ability to have addressed the essence of the problem in a subtle but effective communications campaign.

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