JXG's 'She Saw Stars' Campaign Claims Gold at Dragons of Sri Lanka

Recognition for a Groundbreaking Campaign

Sri Lanka has witnessed a remarkable achievement in the field of marketing communications, as JXG Janashakthi Group (JXG) has been honored with a Gold Dragon at Dragons of Sri Lanka 2025. This prestigious award is part of Asia's elite Marketing Communications Industry Recognition Programme, highlighting the group’s innovative efforts in addressing critical social issues.

The campaign titled "Saw Stars," launched by the Janashakthi Foundation—the philanthropic arm of JXG—won in the Cause, Environment or Sustainability category at the recent ceremony held at Monarch Imperial. The campaign was created by Magic Mango, a Colombo-based agency, and aimed to tackle gender-based violence in Sri Lanka. This issue remains largely hidden due to cultural taboos and societal stigma, making it a challenging topic to address openly.

Launched on International Day for the Elimination of Violence Against Women, the campaign sought to break the silence surrounding gender-based violence through strategic communication. It aimed to raise public awareness and encourage victims to come forward and report incidents of abuse.

The creative challenge captured public attention while maintaining sensitivity towards the victims and the subject matter. Using visual metaphors, the campaign portrayed what appeared to be a beautiful starry night sky, which actually formed the pattern of bruises. This powerful imagery conveyed a stark message: the stars seen in the image mirror the experiences of victims, illustrating how domestic violence often goes unnoticed, even in plain sight.

Measurable Impact and Broader Implications

The campaign's impact extended beyond raising awareness, generating measurable results. In the week following the advertisement's publication, there was a significant increase in calls to both the Women In Need and CCC Line hotlines. JXG has also initiated discussions with key organizations such as the United Nations Development Programme (UNDP) in Sri Lanka to explore partnership opportunities in addressing gender-based violence.

The advertisement also gained considerable attention on social media, with prominent celebrities sharing the content across various platforms. This helped amplify the campaign's reach and reinforce its message.

JXG's approach to tackling gender-based violence goes beyond awareness, addressing the economic factors that contribute to the problem. The foundation believes that when women lack financial knowledge and economic opportunities—often due to family responsibilities—households face greater financial stress, which can lead to domestic violence.

Commitment to Gender Equality

The award-winning campaign reflects JXG's broader commitment to gender equality initiatives within its departments. The company has previously been recognized at the CIMA Satyn Women Friendly Workplaces with the 'She Slays' award, further underscoring its dedication to creating an inclusive environment.

Gamika de Silva, JXG Group Chief Marketing Officer, expressed her gratitude for the recognition, stating, "The Gold award amplifies our message and brings greater visibility to an issue that demands urgent attention. We are grateful to our creative agency partners who helped to craft a campaign, capturing attention and driving real action."

A New Era of Social Responsibility

With this recognition, JXG has set a new benchmark for corporate social responsibility in Sri Lanka. By combining creativity with a deep understanding of societal challenges, the group has demonstrated how marketing can be a powerful tool for change. The success of the "Saw Stars" campaign not only highlights the importance of addressing gender-based violence but also sets a precedent for other organizations to follow.

As JXG continues to expand its efforts in this area, the focus will remain on fostering awareness, encouraging dialogue, and implementing sustainable solutions to create a safer and more equitable society for all.