25th April 2024 – El Toro, a leading brand committed to sustainability, is proud to announce its groundbreaking “Good News Calendar” initiative, launched in January. In an effort to turn bad news into something good and beneficial for both the community and the environment, newspapers that, as of recently, carried bad news due to the nation’s economic collapse, were upcycled into environmentally 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 minimizing 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 amongst the community.
El Toro has upcycled over 1,600 kilograms of paper, substantially reducing the carbon footprint associated with traditional calendar production that requires the use of new paper and significantly reducing its environmental impact and promoting sustainable practices. Through upcycling, 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
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.
El Toro’s “Good News Calendar” serves as a symbol of transformation, while addressing the scarcity of calendars due to high paper costs and reducing waste. By providing customers with a unique and memorable product, El Toro enhances the customer experience and strengthens its commitment to sustainability.