Pasalen Karaliyata, a Union Assurance CSR initiative
Pasalen Karaliyata program was initiated in 2007 as a CSR program
with the association of the Ministry of Education. The program was based
on a concept where Union Assurance Plc (UA) contributes towards the
recognition of aesthetic talents of schoolchildren in national schools
and reward them for their skills. The program was extended to recognise
their performance as a university entry qualification. The program
offers rewards for the winning schoolchildren as well as the schools
which they belong to.
It is not only the first, second and third place winners who are
singled out for recognition, but the schools they represent also receive
The program was conducted for the 2nd consecutive year, and plans are
on board to launch the 3rd season. The 3rd season will be extended to
the North and East as well.
The children in the war affected areas could not participate in the
previous two programs. This will add a new flavour to this national
program with Sinhalese and Tamil cultures blending with each other.
The purpose of this project is now redefined to align with UAs new
corporate brand. Being respectful to the key stakeholders is a core
element in the new brand promise and the program will be devised to
highlight this promise.
A National level attempt to make a law abiding, respectful citizen
will be the core message of Pasalen Karaliyata, for 2010.
The new program has 3 types of competitions folk dancing, folk music
and an art competion.