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Tracy
Tracy
Oct 26 2026
28Maliban’s purpose-driven HumaniTill: A Lived Experience of Giving campaign has earned a Bronze Dragon at the Dragons of Asia 2026, under the Event or Experiential category, marking another international recognition for a Sri Lankan idea built around empathy, generosity, and giving people a second chance at life.
The recognition places HumaniTill among the work recognised by the Dragons of Asia, Asia’s elite results-focused Marketing Communications Recognition Programme, which has been recognising marketing excellence across the region for 26 years. The programme celebrates work that demonstrates strong ideas, effective communication, and meaningful impact, making recognition at this level a significant achievement for Sri Lankan brands.
HumaniTill was developed under the Maliban Jeewithaloka Programme in collaboration with the Meththa Foundation, a humanitarian organisation that has been supporting people with disabilities for more than three decades by providing customised artificial limbs. The initiative was created to help individuals facing immense financial constraints regain mobility, independence, and confidence. The campaign was developed in collaboration with TBWA\Sri Lanka, whose creative partnership helped bring the idea and its purpose to life.
At the centre of the campaign was the HumaniTill, a life-sized human figure featuring a transparent arm and leg. Designed as more than an ordinary donation box, it represented people who had lost limbs due to accidents or illness and transformed the simple act of giving into a tangible opportunity to change someone's life.
The initiative encouraged people to contribute towards providing prosthetic limbs to those in need, turning individual acts of generosity into a collective effort to restore mobility and offer a second chance at life. Through its distinctive physical experience, HumaniTill brought the message of giving to life in a way that encouraged participation and created an emotional connection with the cause.
The Bronze Dragon recognition adds to the campaign’s growing international success, following its Silver Dragon in the Event or Experiential category and Bronze Dragon in the Cause, Environment or Sustainability category at the Dragons of Sri Lanka 2026, as well as its Crystal Award at MAD STARS 2026 in the Brand Experience & Activation Stars, Culture & Context category. Together, these recognitions highlight the strength of a Sri Lankan idea that has connected purpose, creativity, and human impact across multiple stages of recognition.
Commenting on the recognition, Positha Perera, Group Head, Corporate Communications at Maliban Group of Companies, stated, “HumaniTill was built around a simple belief that everyone deserves a second chance at life. Working together with the Meththa Foundation, we wanted to turn the act of giving into something people could see, understand, and take part in. This recognition at the Dragons of Asia is a meaningful acknowledgement of the idea and, more importantly, of the purpose behind it. We are grateful to everyone who helped us bring this message of hope to life.”
