TBWA\Sri Lanka, Maliban launch ‘HumaniTill’ initiative for people with disabilities

Sri Lanka – Creative agency TBWA\Sri Lanka and biscuit manufacturer Maliban have launched a new public engagement initiative for people with disabilities. The ‘HumaniTill’ initiative is made in partnership with the Meththa Foundation.

TBWA\Sri Lanka’s ‘HumaniTill’ aims to restore the mobility, independence and dignity of persons with disabilities across Sri Lanka. Instead of simple donation boxes, the initiative unveiled life-sized human figures with a transparent prosthetic arm and leg.

The figures are meant as a reminder that many people have lost limbs due to illnesses or accidents. However, it also inspires people to act and contribute to restoring other people’s abilities.

‘HumaniTill’ was launched during the Poson Poya season in Anuradhapura, a significant religious observance in Sri Lanka. The ‘HumaniTill’ was placed at the holy sites of Jaya Sri Maha Bodhi and Ruwanwelisaya, inviting devotees to contribute.

The ongoing program is set to expand to 12 prominent Buddhist temples in Sri Lanka. It is planned to coincide with the Poya holiday every month, bridging spirituality with meaningful action.

TBWA\Sri Lanka is also planning to bring the installations to other public spaces, like malls, to expand its reach and impact.

Renuka Marshall, managing director at TBWA\Sri Lanka, said, “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. We are proud to collaborate with Maliban and Meththa Foundation on this purpose-driven journey.”

“This was a moment where brand, culture, and compassion converged. 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,” Soruban Sivapatham, chief creative officer at TBWA\Sri Lanka, added.