Afterlife

Sri Lanka’s national English daily Ceylon Today as part of our initiative to further encourage and highlight the importance of recycling, recently launched our series of ‘Afterlife’ ads.

There, we creatively engaged our readers with an interesting fact. We focused their attention on how, even though, people are prone to recycling frequently, it’s in our nature to recycle in large quantities, forgetting the tiny pieces of paper. It is a global habit that we felt needed to change.

So, we at Ceylon Today made it our mission to put Sri Lanka on a path to recycling every piece of paper, regardless of size. Hence, we went in search of the tiniest pieces of paper that people would seldom ever think to recycle – The Chad. Chads are the tiny round pieces of paper left behind after papers are punched. It was the perfect find to convey our strong belief that “even a tiny piece has an afterlife”.

In this regard, we produced 3 ads depicting 3 different devil masks made up of Chads. It was a pertinent reminder - that even the tiniest piece of paper recycled, goes a long way in saving the planet - demonstrated by our devil masks, which in Sri Lankan arts and culture, represent the afterlife.

Furthermore, we undertook the task of punching each and every page our ad appeared on, in all of our newspapers in national circulation and sent the massive cache of leftover paper to be recycled, further driving our belief that no piece of paper should be left un-recycled and renewing our fight to tackle pollution.