COLOMBO: Nalaka Devendra is a man of many talents, and one of them is the ability to leverage his skills as an IT professional to run a social awareness campaign, BRIGHTER SRI LANKA. Nalaka believes that change can happen in a society only when people are given the guidance they need to draw on their own strengths, empathy and generosity. Through his digital social awareness initiative that was introduced last year, Nalaka is highlighting issues that are both obvious and those that have faded into oblivion with the aim of creating an environment of compassion and encouraging people to become agents of change for a BRIGHTER SRI LANKA.
In an interview with Global Sri Lankan, Nalaka talks about the reasons for starting BRIGHTER SRI LANKA, his ideas for successfully implementing this initiative with the help of social media and future plans for taking the concept to the next level.
Why and how did you introduce this concept to raise social awareness?
The idea to launch a public awareness campaign first came to my mind about 20 years or so, ago. At that time, there were many horrific road accidents being reported, and that was the trigger point. At that time, the idea was to create short slides, posters and video clips (in all three languages) and have them aired on television – preferably during primetime. While the idea was mooted as a good one, I needed funding to move forward. I approached several insurance companies (those actively involved in vehicle and personal insurance). My thinking was, it would create awareness while those companies got direct and indirect exposure. Sadly, no one found it, interesting. Later, much later, when Corporate Social Responsibility (CSR) became popular, I approached several recognized Blue-Chip companies and floated the idea. Again, I was not successful. On hindsight, perhaps I was not a good marketer.
As time went by, I also saw (and felt) that our values in society, in general, was rapidly going down. The number of killings (adult, children and infants) reported in the media was on the increase. So were rape, child and adult abuse, environmental abuse, etc. A group of like-minded persons used to meet and discuss how we could make the general public aware of these issues. Again, there were lots of ideas and suggestions but no one wanted to get their hands ‘dirty’.
That is when I decided to start BRIGHTER SRI LANKA, in 2017.
What are the key goals of this initiative and what has been done so far to achieve them?
Primarily, BRIGHTER SRI LANKA is a vehicle of change. Its goal is to make people aware of the various issues facing society, especially the deterioration of the most basic of values we hold dear – human values, moral values, civic values, ethical values, environmental values, social values and respect of the law are some of the areas being addressed. As this is an individual effort, with limited resources, I decided to create digital posters to make people aware and to make them think about the loss of these values. This initiative I call Project THINK.
I use pictures (photographs, drawings and quotes) from the public domain and create digital posters which is easy to read and assimilate, using a Smartphone. I then upload these (daily) on Facebook. I have created a separate Facebook page for BRIGHTER SRI LANKA (https://www.facebook.com/BrighterSriLanka/)
I also send the same posters via WhatsApp to selected people and ask them to share it with their friends, contacts and like-minded people.
Thus far, I have created 115 posters. I keep creating new posters each week, as inspiration hits me. As I am doing this alone, I feel that I am not addressing issues from all viewpoints. Any suggestions and others, who might want to help, are most welcome.
Are people receptive to this campaign and eager to help?
Based on the feedback from the ‘likes’ & ‘shares’, there is a moderate acceptance. As human beings, we all have certain topics which we hold dear whilst our feelings towards other topics are less important or have less priority. I have noticed that some posters (such as cruelty to animals, children etc) have more acceptance than for posters addressing basic human and social values. This is to be accepted as not everyone is the same.
What is the difference between BRIGHTER SRI LANKA and so many other campaigns that highlight social issues?
For one thing, BRIGHTER SRI LANKA is specifically targeted for the Sri Lankan society. Also, it has no specific areas (for example reducing or cleaning garbage, feeding the poor, etc). Rather, it is broader in terms of the issues being highlighted. Also, it is an individual effort. However, I would love to make it a collective effort, if others are willing to join.
How important is social media for promoting this initiative?
Social media certainly has several sides to it. Some good while some are not. But we have to accept that social media is a reality and it is here to stay. For an initiative such as this, social media is a valuable and essential tool. The reach that social media has, to take the message to a very large audience cannot be ignored.
Usually such projects fall within the realm of corporate social responsibility. Why aren’t you partnering one of the government or private sector establishments in spearheading this effort?
As I mentioned earlier, I did moot the idea to several Blue-chip companies. Unfortunately it did not work. Since I believe this is an important initiative, I decided to get it up and running on my own. With the interest the posters and the media exposure generate, I am ever hopeful that some corporate and other organizations will come forward.
Do you have any plans to partner with community leaders or community associations?
Yes. However, without any collective support and funding, it is too early to engage with community leaders and community associations.
How can well-wishers and like-minded individuals support BRIGHTER SRI LANKA?
As this is strictly a not for profit initiative, what is needed are resources such as those who can offer their expertise in creating innovative clips (animated or otherwise), people with media and advertising knowledge to create effective posters and effective messages, competent language translators (to create the posters and clips in all three languages)and of course funding.
I would be failing in my duties if I did not mention Vickum Senanayake (www.vickumsphotography.com). He is a freelance / nature photographer who held his maiden solo exhibition from June 22nd – 24th at the Lionel Wendt. It was to coincide with his 50th birthday. All proceeds went to purchasing over 50 wheelchairs for children under the care of the Cerebral Palsy Lanka Foundation. He, at his own cost, printed five selected posters of BRIGHTER SRI LANKA and displayed them at the entrance to the exhibition hall. It was a tremendous boost to the initiative.
Future plans of BRIGHTER SRI LANKA?
Once I find a sponsor(s), I would like to make small booklets of the posters (grouped in various categories) and distribute free of charge to schools (lower grades). Also make DVDs of the clips and also distribute them to schools. Further, I would make high-quality posters which can be displayed at various public events, with the approval of the event organizers. I am also looking for a web designer and some sponsor to create and host the BRIGHTER SRI LANKA website.
To be a part of BRIGHTER SRI LANKA contact Nalaka Devendra on nalakadevendra@gmail.com or visit http://www.facebook.com/BrighterSriLanka
