campaign becomes the first Asian brand ever to win a Global Effie

Colombo: ‘Garments without Guilt ’ the global marketing campaign created by Grey Group Colombo for Sri Lanka Apparel has been adjudged one of the only two winners at this year ’s Global Effie Awards to be held in June in New York.

The Global Effie Awards considered the Oscars of advertising and marketing, honours marketing

campaigns that have proven effectiveness and creativity in four or more countries on at least two

continents within the last three years.

“This indeed is a historic achievement for Sri Lanka’s Apparel industry.  This win is global applause for our industry’s commitment to creating world class apparel products with conscience and care.”  says Ajith Dias, Chairman Sri Lanka Apparel.  The winning campaign showcased the ethical manufacturing commitment and business practices of Sri Lanka Apparel ’s member enterprises. With an extremely modest global marketing budget, Grey Colombo ’s Garments Without Guilt campaign stood strong in a very challenging category at a time when the global apparel industry is reeling from a deep recession. Yet, the positioning of Sri Lanka as the global ethical apparel manufacturing and sourcing destination was successfully achieved, taking exports to an all-time high.

The campaign employed digital marketing techniques to reach out to its diverse target audience.

Social networking platforms like MySpace, Facebook and YouTube were leveraged to influence

global apparel-sourcing decision-makers and engage consumers, social activist groups and the media in an extremely cluttered market. The much acclaimed campaign has already won business

effectiveness awards previously at the Asian Marketing Effectiveness Awards in Hong Kong and

WPPED Cream Global Award in New York.

“Our buyers are concerned with not only the quality of the end product but also with the values that go into making the garments. By working to create a more equitable society, we are creating a business that can compete with integrity and respect. This global win confirms the strength of our resolve.” says Kumar Mirchandani, Chairman-Image Committee, Sri Lanka Apparel.

Sri Lanka Apparel is the world’s first apparel industry body brand positioned on a n ethical business and manufacturing practices platform. Garments without Guilt epitomizes the synergy between ethical brands and apparel made in Sri Lanka. The global marketing program showcases responsible commerce in practice, guided by the following principles-

Ethical Working conditions, Free of Child labour, Free of Forced labour, Free of Discrimination on any grounds, Free of Sweatshop Conditions.

Sri Lanka Apparel has endeavoured to make the 'Made in Sri Lanka' label synonymous with quality, reliability and social and environmental accountability.

For more information about Garments without Guilt, visit www.garmentswithoutguilt.com.

For more information about Global Effie Awards, visit www.effie.org

Media Contact: Nilmini Jayasinghe

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