El Toro wins Silver Effie Award for ‘Good News Calendar’

El Toro announced that its pioneering ‘Good News Calendar’ initiative has earned the Silver Award in the Brand Experience category at the 2024 Effie Awards. This award marks the highest honour in the category, as no Gold was awarded.

Launched in January 2024, the ‘Good News Calendar’ is a creative response to the national paper shortage caused by rising paper costs amidst the country’s economic challenges. El Toro seized this opportunity to upcycle old newspapers into unique, environmentally friendly calendars, transforming negative news into positive action for both the community and the environment. 

The initiative was implemented in collaboration with Softlogic GLOMARK, where consumers were encouraged to exchange three old newspapers for a single Good News Calendar, raising awareness about the importance of upcycling and sustainability.

“Winning the Silver Effie Award is a proud moment for El Toro. This initiative not only helped reduce the environmental impact of traditional calendar production but also empowered individuals to take part in a meaningful sustainability practice,” said Kelum Hewawasam, General Manager at El Toro. “The Good News Calendar is a symbol of hope, transformation, and collective responsibility—values that are at the core of our brand.”

The campaign successfully upcycled over 1,600 kilograms of paper, resulting in a reduction of 14,378 kilograms of CO2 emissions—an impactful decrease in the carbon footprint that would have otherwise been associated with the production of new paper. El Toro’s innovative approach to addressing the paper shortage exemplified how creative thinking can solve environmental issues while promoting positive cultural change.