Developments in the 3rd world continue to blow minds, this time thanks to a local Sri Lankan newspaper (Mawbima) who has teamed up with Leon Burnett to create an edition of the paper that repels mosquitos.

Dengue fever is such a problem in the region that it even has it’s own week dedicated to awareness of this terrible disease. The paper took the innitiative to print poster ads with letters in the local vernac that were coated with citronella essences and hung at bus stops so that individuals waiting for public transit wouldn’t get bitten.

At the end of the week, Mawbima treated readers to a completely insect repellent edition with all of the type printed with an ink combined with citronella essence. As a bonus, sales increased by 30%, and the overall readership rose to 300,000.