Mobilizing Public Support for SLIIT's Autonomy Through Digital Storytelling

SLIIT needed to amplify its plea for autonomy, not through formal requests, but by invoking the powerful voice of its most influential stakeholders: the students and alumni whose lives it had transformed. The institution sought to launch a digital campaign that would not only engage but also mobilize the public to advocate on its behalf.

Challenge

In 2019, the Sri Lanka Institute of Information Technology (SLIIT), a cornerstone in the educational success of many young adults, faced a significant challenge. The government intended to take control of the institution, threatening its operational autonomy. In response, SLIIT recognized that a conventional appeal for independence would not suffice; a broader, more compelling approach was needed to garner public support.

Solution

The campaign strategy centered around showcasing the personal success stories of SLIIT alumni, demonstrating the institution's pivotal role in enabling students to exceed their potential. The aim was to create a compelling narrative that resonated with young adults, alumni, and the wider community, thereby rallying support for SLIIT's cause. Digital platforms were identified as the most effective channels to reach and engage the target audience, with Facebook, LinkedIn, and YouTube serving as the primary mediums for disseminating these stories.

Execution and Result

SLIIT launched a digital campaign starting with an engaging teaser on Facebook, followed by a series of videos across multiple platforms detailing alumni achievements. The campaign utilized community pages and online news sites to extend its reach, emphasizing SLIIT's role in shaping skilled professionals.

The campaign successfully generated over 5.1 million impressions and significantly influenced public opinion, mobilizing support for SLIIT's autonomy. By effectively using storytelling and digital engagement, SLIIT not only showcased its impact in nurturing talent but also rallied public advocacy for its independence, demonstrating the power of digital strategies in influencing outcomes.