Softlogic Life campaign helps families to embrace a healthy culture in new normal

Softlogic Life has geared itself 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 conversation around 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 company said in a media release.      

The ‘new normal’ practices and regulations around work, education, business operations and social constructs have affected 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 behaviour 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 to this 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 creatively and collectively embracing good sicknesses as one Sri Lankan family (‘Pawul Pitin 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,” it said.

Kavi Rajapaksha, 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 were not possible, whilst extra-curricular activities and schools were limited. Even though they were at home, the parents’ unavailability due 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, they would treat this as the normal way to grow up even in the 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.”    

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.