Sri Lanka: In a compelling fusion of creativity and compassion, TBWA\Sri Lanka has launched HumaniTill, an innovative public engagement initiative in partnership with leading biscuit manufacturer Maliban and the Meththa Foundation. The campaign aims to restore mobility and dignity to people with disabilities across Sri Lanka through the symbolic and functional reinvention of a donation box.
The HumaniTill installation, which debuted during the recent Poson Poya season in Anuradhapura, reimagines the traditional donation box as a life-sized human figure with a transparent prosthetic arm and leg—visually representing the cause it supports. Positioned at sacred Buddhist sites including the Jaya Sri Maha Bodhi and Ruwanwelisaya, the installation served as a powerful reminder of the human impact behind charitable acts.
“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.”
The initiative has already demonstrated tangible impact. Donations collected through the HumaniTill installation have funded three below-knee prosthetic limbs, with a fourth set to be provided shortly. Each limb, priced at a minimum of Rs. 60,000 (approximately USD 200), brings independence and hope to its recipient.
“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.”
Following its successful debut, the initiative is set to expand nationwide. TBWA\Sri Lanka plans to install HumaniTill units in 12 major Buddhist temples over the coming months, aligning each activation with monthly Poya holidays to leverage the spirit of spiritual reflection and generosity. Discussions are also underway to place the installations in public spaces such as shopping malls and transport hubs, broadening reach and engagement.
Through HumaniTill, TBWA\Sri Lanka continues to demonstrate how brands can go beyond traditional advertising to drive meaningful social change. By combining empathy, creativity, and cultural insight, the agency is setting a new benchmark for purpose-led innovation in the region.
