Effective methods of repelling mosquitos is the key strategy behind Dengue prevention, similar to Malaria. The insect-carried disease struck Sri Lanka hard when 13,000 people were affected by the illness in the past six months. The Mawbima Mosquito Repellent Paper is one resulting preventative method.
The news outlet did this by combining citronella (a natural and extremely effective repellent) with ink. Through their partnership with Leo Burnett Asia, Mawbima placed print ads in their paper, posters at bus stops and patches for children using the innovative ink. On the last day of Dengue Prevention Week, which was also World Health Day, they ran the first mosquito-repelling newspaper. They sold out before 10am, which represented a 30% increase in sales and readership growth of 300,000.
While it is unclear whether this is a practice that will continue, on this day every letter of every word helped fight Dengue Fever.