TBWA\Sri Lanka and Maliban Launch ‘HumaniTill’ to Drive Purpose-Led Giving and Transform Lives
CE DESK 
Discover how TBWA\Sri Lanka and Maliban’s ‘HumaniTill’ campaign uses innovative prosthetic installations to inspire charitable giving, raising awareness and providing limbs to those in need across Sri Lanka.
TBWA/Sri Lanka and Maliban have started “HumaniTill” a campaign with a purpose that aims to make giving more meaningful and change lives all over Sri Lanka. HumaniTill is a new take on the traditional donation box that was created in collaboration with the Meththa Foundation. It features life-sized human figures with clear prosthetic arms and legs, which act as both a symbol and a catalyst for social change.
HumaniTill was launched during the holy Poson Poya season at important religious sites in Anuradhapura. It draws attention to the thousands of people who have lost limbs due to illness or accidents and shows how small acts of kindness can have big effects on people’s lives. The money raised through these interesting installations goes to pay for below-knee prosthetic limbs for people in need. Each limb costs at least Rs. 60,000 (about USD 200). The project has already given away three prosthetic limbs in its first phase, and more will be given away as more money comes in.
“At TBWA, we always ask how creativity can fuel social impact. HumaniTill is not just a campaign, it’s a movement that embodies disruption with meaning,” said Renuka Marshall, Managing Director at TBWA\Sri Lanka. “We are proud to collaborate with Maliban and Meththa Foundation on this purpose-driven journey.”
HumaniTill will keep growing, with plans to put these installations in 12 major Buddhist temples across the country and eventually in busy public places like malls. The campaign is timed to coincide with the Poya holidays that happen every month. This takes advantage of times when people are spiritually connected to get things done.
“This was a moment where brand, culture, and compassion converged,” added Soruban Sivapatham, Chief Creative Officer at TBWA\Sri Lanka. “It’s rare to be part of an idea that’s so visually moving and deeply human. HumaniTill is a reminder that small acts can lead to profound change.”
TBWA\Sri Lanka, Maliban, and the Meththa Foundation are setting a standard for purposeful brand action by changing the way people interact with the public and give to charity. They are turning simple everyday actions into powerful agents of change.
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