TBWA\Sri Lanka and Maliban have recently launched a new initiative called ‘HumaniTill’, aimed at restoring mobility, independence, and dignity for people with disabilities in Sri Lanka. In collaboration with the Meththa Foundation, this initiative seeks to create a significant impact on the lives of those who need it most, through the power of giving.
Unlike traditional donation boxes, the ‘HumaniTill’ campaign features life-sized human figures with transparent prosthetic arms and legs. These figures serve as a powerful reminder of the thousands of people who have lost limbs due to accidents or illness. But more than just a creative representation, this initiative inspires action by encouraging people to contribute towards restoring the mobility of others.
The campaign was first launched during the sacred Poson Poya season in Anuradhapura, one of the most significant religious observances in Sri Lanka. The ‘HumaniTill’ installations were placed at the holy sites of Jaya Sri Maha Bodhi and Ruwanwelisaya, where thousands of devotees gathered, offering them an opportunity to contribute to the cause.
To date, the initiative has raised enough money to fund the donation of three below-knee prosthetic limbs, with a fourth limb—either a leg or arm, depending on the waiting list—set to be provided shortly. Each prosthetic limb costs a minimum of Rs. 60,000 (approximately USD 200), ensuring that every rupee raised has a significant impact on improving the lives of those in need.
The ongoing program is set to expand across Sri Lanka, with plans to install ‘HumaniTill’ figures at 12 prominent Buddhist temples. These installations will coincide with the monthly Poya holidays, leveraging spiritual moments to inspire meaningful action. Discussions are also underway to place these installations in other public spaces, such as malls, to broaden their reach and impact.
Renuka Marshall, Managing Director of TBWA\Sri Lanka, said, “HumaniTill is not just a campaign; it’s a movement that embodies disruption with meaning. At TBWA, we always look for ways in which creativity can drive social impact. We are proud to collaborate with Maliban and the Meththa Foundation on this purpose-driven journey.”
Soruban Sivapatham, Chief Creative Officer of TBWA\Sri Lanka, added, “This is a rare moment where brand, culture, and compassion converge. HumaniTill is a reminder that small acts of kindness can lead to profound change. It’s a deeply human idea that’s visually moving and resonates with the hearts of many.”
‘HumaniTill’ is not just a donation campaign; it is a social movement that combines creativity with compassion, helping people with disabilities reclaim their independence and dignity in Sri Lanka.
