Customer engagement is evolving. People don’t just want to watch campaigns anymore, they want to be part of them. That mindset shaped “Forward & Fearless”, our campaign with Fems Sri Lanka, where the goal wasn’t just to raise awareness but to hand the narrative over to the very people who needed to be heard. What began as an ambitious idea to transform audiences into advocates for menstrual health has now been recognised at the SLIM DIGIS 2.5 awards, Sri Lanka’s leading platform for digital marketing excellence. We’re thrilled to share that the campaign brought home a Silver Award for Best Use of AI Technologies and a Bronze Award for Best CSR/Purpose-Driven Digital Marketing Campaign, a huge win for us and our partners at Fems.
In this article, we cover:
Reimagining Deepfake Technology, for Good
Why This Campaign Needed to Exist
The Impact We Saw
More Than an Award
Reimagining Deepfake Technology, for Good
Deepfake technology has long been associated with misinformation, controversy, and unethical use. We saw an opportunity to challenge that perception and prove that when placed in the right hands, technology can be a powerful force for social good. In the months leading up to last year’s International Women’s Day, we partnered with Fems to launch Forward and Fearless, a bold digital-first initiative that became Sri Lanka’s first-ever content personalisation campaign powered by AI Deepfake technology.
Rather than using the technology to mislead, we used it to empower. Participants could create personalised campaign videos featuring their own face and language, transforming them from passive viewers into active advocates for menstrual health awareness. This was a campaign that gave people more than a message, it gave them ownership of the message, and that personal connection changed everything about how they engaged.
Why This Campaign Needed to Exist
Period poverty remains a pressing issue in Sri Lanka, where cultural taboos and misinformation continue to silence open conversations about menstruation. Despite increased digital engagement, these deeply rooted barriers leave many women and girls without access to proper menstrual health solutions, while the topic itself remains largely off-limits in public discourse.
Recognising this, Fems wanted to break the cultural silence around menstruation and position itself as a purpose-driven leader in menstrual health advocacy. Together, we shaped clear objectives: to dismantle stigma, to inspire authentic participation rather than passive awareness, to show that AI could drive meaningful social impact, and to ensure that our digital engagement translated into tangible support for girls who need it most.
The Impact We Saw
The results went far beyond our expectations, setting a new benchmark for AI-driven CSR campaigns in Sri Lanka. In terms of reach and engagement, the campaign achieved 1.8M+ impressions, 400K+ engagements, and over 7,000 personalised video shares, demonstrating that audiences were actively participating. Influencer collaborations helped drive over 6,000 hours of watch time, while sentiment towards Fems grew by 25%, strengthening its position as a purpose-led brand in the menstrual health space.
Most importantly, the campaign delivered meaningful real-world impact. Through our partnership with the HER Foundation, 1,550+ schoolgirls received sanitary napkins, helping address immediate needs on the ground while sparking larger conversations about menstrual equity. By reframing deepfake technology, often seen as controversial or even dangerous, as a tool for empathy, participation, and positive change, “Forward & Fearless” showed that AI can be harnessed to drive social progress, not just technological novelty.
More Than an Award
For us, this recognition at SLIM DIGIS is about more than an award, it’s a reflection of why we do what we do. As Akhila Wijetunga, our CEO, put it:
“Our vision has always been to reimagine technology as a tool that makes people’s lives better. With this campaign, we not only helped break the silence around menstruation in Sri Lanka but also demonstrated how AI can be used to empower marginalised communities. Winning at SLIM DIGIS is a testament to our drive to keep innovating at the intersection of creativity, purpose, and technology.”
That intersection is where we thrive. By combining data-driven strategy, purposeful storytelling, and technological innovation, we aim to create campaigns that don’t just deliver on performance metrics, but also leave a lasting social impact.
Want to explore the full journey behind the Forward & Fearless campaign and how we used AI to break menstrual taboos? Read the full case study here.
