Sri Lankans tend to read their newspapers in the early morning and in the evening, times when dengue-carrying mosquitoes are most likely to strike. Sri Lankan newspaper Mawbina teamed up earlier this spring with Leo Burnett Sri Lanka for a public health campaign targeted at preventing dengue fever during National Dengue Week.
The paper made news when a special print run that used ink mixed with natural mosquito-repelling citronella oil sold out by 10 a.m. and increased newsstand sales by 30 percent.
The campaign also included mosquito-repellent patches for children and public service posters in bus stops soaked in citronella oil to keep commuters bite-free. Check out the video for more about the campaign, a novel attempt to save lives and the dying newspaper industry in one fell swoop.
TODAY IN SLATE
Meet the New Bosses
How the Republicans would run the Senate.
The U.S. Is So, So Far Behind Europe on Clean Energy
The Government Is Giving Millions of Dollars in Electric-Car Subsidies to the Wrong Drivers
The Best Thing About the People’s Climate March in NYC
Friends Was the Last Purely Pleasurable Sitcom
This Whimsical Driverless Car Imagines Transportation in 2059
Did America Get Fat by Drinking Diet Soda?
A high-profile study points the finger at artificial sweeteners.