John Keells Foundation (JKF) – the CSR entity of the John Keells Group - successfully conducted its second Practical Training on Developing Gender-Sensitive Content for Media and Creative Teams on 14th May 2026, at Cinnamon Lakeside. The session brought together 44 participants, comprising marketing heads and lead personnel working with external media agencies from Group businesses and representatives of external media and PR organisations, reflecting a strong cross-sector commitment to responsible and inclusive communication.

Organised under Project WAVE (Working Against Violence through Education) - JKF’s flagship initiative aimed at combatting gender-based violence (GBV) and child abuse through awareness, training and advocacy within and outside the organisation — the training equipped media and creative professionals with practical tools to apply a gender-sensitive lens in content creation. Facilitated by The Grassrooted Trust, participants explored key concepts such as gender versus sex, socialisation, and the impact of stereotypes in an interactive setting which included case studies, group activities, and reflective exercises examining how messaging, imagery, and narratives influence societal attitudes.

Carmeline Jayasuriya, Head of CSR of the John Keells Group, said, “As a Group that works closely with many advertising and creative agencies, we observed that some of the concepts generated carried elements of gender stereotyping and insensitive content. As a company committed to eliminating gender‑based violence and discrimination on any basis, we asked ourselves how we could address this constructively and sustainably. Hence the decision to engage directly with creative and marketing personnel. In 2017, we conducted our first such programme, and this training is a continuation of that journey. What we want to do is to make a conscious and concerted effort to combat harmful stereotypes and negative perceptions and promote inclusive, respectful attitudes through responsible media and communication practices.”

A participant of the programme remarked, “The session was very good. It is fantastic that it was conducted with marketers, as they are the ones driving communications that shape Sri Lanka’s overall mindset.”

Since its launch in 2014, Project WAVE has impacted over 6.5 million individuals, including John Keells Group staff, police officers, lawyers, judges, teachers, schoolchildren, university students, and the public through in-person programmes and public campaigns. This work has been further strengthened by JKF’s sponsorship of advanced investigative software for the Bureau for the Prevention and Investigation of Abuse of Children and Women in 2023, which has measurably enhanced its capacity to investigate cases of violence and abuse against children and women.

Through initiatives such as this, JKF continues to drive meaningful engagement with internal and external stakeholders in its commitment to social health and cohesion through combatting gender and child violence and promotion of equality and inclusivity.

Education, Community & Livelihoods, Social Health & Cohesion, and Biodiversity are the four focus areas of John Keells Foundation - the CSR entity of John Keells Holdings PLC (JKH), largest company listed on the CSE in terms of market capitalization operating over 80 companies in 7 diverse industry sectors. With a history of over 150 years, the John Keells Group provides employment to over 18,000 persons and has been ranked as Sri Lanka's 'Most Respected Entity' for the last 20 Years by LMD magazine. JKH has placed first for the fourth consecutive year in the 'Transparency in Corporate Reporting Assessment' by Transparency International Sri Lanka.  Whilst being a full member of the World Economic Forum and a participant of the UN Global Compact, JKH drives its CSR vision of `Empowering the Nation for Tomorrow’ through John Keells Foundation and through the social entrepreneurship initiative, ‘Plasticcycle’, which is a catalyst in significantly reducing plastic pollution in Sri Lanka.