El Toro launched its groundbreaking “Good News Calendar” in January.
To turn old newspapers into something good and beneficial for the community and the environment, newspapers were upcycled into environment-friendly calendars.
The rise of paper costs due to the economic collapse resulted in a shortage of calendars, a challenge that was creatively tackled by printing on old newspapers, while minimising carbon footprint through omitting the need for new paper production.
The activation was implemented in collaboration with Softlogic Glomark, where individuals were asked to exchange three old newspapers for a Good News Calendar, simultaneously raising awareness about upcycling among the community. l Toro has upcycled over 1,600 kilograms of paper, substantially reducing the carbon footprint associated with traditional calendar production that needs new paper and significantly reducing its environmental impact and promoting sustainable practices. The initiative has resulted in a reduction of carbon footprint equivalent to 14,378 KG of Co2, while providing customers with a tangible and desirable product, a company spokesman said.
The initiative encouraged community participation in a collective effort towards environmental responsibility, fostering a sense of belonging and purpose among customers. El Toro’s initiative demonstrates a creative and innovative approach to addressing cultural and environmental challenges, blending culture with innovation to offer a fresh perspective on sustainability.
The calendar serves as a symbol of transformation, while addressing the scarcity of calendars due to high paper costs and reducing waste.
