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March 29, 2005

National Icon Award: Social Responsibility


Sarvodaya wins National Icon Award 2005 for Social Responsibility

Tonight, Sarvodaya was awarded the National Icon Award 2005 for Social Responsibility. The National Icon Awards are conducted by the Sri Lanka Institute of Marketing (SLIM), the national body of marketers in association with TNS one of the largest research agencies in the world. SLIM has been recognized as the leading body recognizing excellence in advertising, branding, etc. With this new initiative SLIM has gone beyond marketing.

The uniqueness of this award is that the awardees are chosen by common people. While there are many awards in Sri Lanka, there appears to be little cognizance of the common people’s view in deciding the best, or the most admired. The main idea of the National Icon Awards is to uncover popular choice – the people’s point of view. An the theme of this award scheme is “power to the people”, since, with them, lies the destiny of the country. The award is not a reflection of brand or ad effectiveness but recognition of corporate and non-corporate entities that reflect the values and aspirations of the common man and a reward to those who best connect them. These are the icons.

The first ever scientific research survey based approach was used to decide the winners. Hence there were no formal eligibility criteria. The research undertaken by the TNS through its Sri Lankan subsidiary captured views of a cross section of the Sri Lankan across the inland. Over 2600 people of the Socio-Economic Class (SEC) ABCD from age 8-65 were randomly selected following the standard sampling rigors and interviewed for their preferences in each award category. The process and the findings have been audited independently by auditor’s M/s SJMS Associates, Sri Lanka for its authenticity.

The Award was received by Dr.Vinya Ariyaratne, Executive Director of Sarvodaya from Mr.Nalin Atygalle, President of SLIM at a ceremony in Colombo attended by a distinguished gathering. Mr.Shakila Wijewardene, Managing Director SEEDS, Mrs.Udani Mendis, Deputy Executive Director – Technological Programmes/Acting Executive Director, Mr.Subesena De Silva, Deputy Executive Director – Field Operations, and Ms.Bianca Abegoonewardene, Head of the Early Child Development Unit attended the award ceremony.

Sarvodaya Shramadana Movement for the People in Need.