Popular Sri Lankan paper keeps insects away with Citronella essence.

Sri Lanka is a country that’s been ravaged by Dengue fever over the past couple of years, in 2013 alone, the disease infected 30,000 people. As part of a creative attempt to fight back, one of the country’s most popular newspapers, Mawbima, has teamed up with Leo Burnett Sri Lanka to create a periodical made from mosquito-repellent paper. From its well-intentioned beginnings and limited print runs, the insect-free reading experience has proven to be a smash hit with locals.

Phase one of the campaign was to launch a series of print ads, which showed mosquitos being blocked by letters of the local language. The paper also ran articles educating people on different ways of preventing Dengue, and handed out mosquito-prevention patches to school kids. What people seemed to notice the most however, were bus stop posters coated in citronella essence, a natural and effective mosquito repellent.

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