TETRA PAK and SUPER HEROES "MILKATEER": a new combination for a fun promotional cartoon!

by Valeria Rocca

The super heroes, an eternal evergreen! Starring in the comic books, movies, cartoons, now peep out even advertising campaigns. Yes, Sharp Image, a studio of communication and entertainment with offices in Canada and Pakistan, has made for Tetra Pak Pakistan a funny TV Cartoon: "MILKATEER".

The primary aim of the TV Cartoon, of course, is to sale and distribute the product, but, at the same time, the communication campaign of Tetra Pak Pakistan also has an educational purpose. Addressed particularly to children but also parents, this cartoon wants to teach them the importance of drinking milk packaged in a hygienic and healthy way, as Tetra Pak does.

A Tetra Pak packaging, with its six layers, retains the characteristics of the original dairy foods that helps the body to be strong and healthy. It defends therefore the people’s health and, more generally, safeguards the environment. Our heroes are the first ambassadors of this message, which constantly appears in the cartoon.

The episodes of the TV cartoon, available on YouTube with English subtitles, are great fun, the graphics are appealing and the characters are well portraied. The simple story is set in Pakistan and contrasts good and bad. The good are Zain and Fiza, two intelligent and courageous children, the super heroes Milkateer. Blue jumpsuit, red bandana and a Tetra Pak of milk makes them invincible and ready to challenge the bad guys! And do not forget their guidance, and best friend, Momoo, a pretty little Moo Cow Moo, who is also the brand ambassador. With her soft eyes and gentle manner, it is impossible not to worship the cow Tetra Pak!

And what about the bad? Kharos is a greedy businessman who buys milk of good quality and alters it with polluted water to double the amount and increase his earnings. His henchmen: Ghaplu, Pawwa Addha are characterized by poor personal hygiene and a little brain. Their task: to deliver milk spoiled throughout the city.

The struggle is difficult and challenging, who will win? Do not reveal the ending, but please see the advertising campaign on YouTube. So you can hear the Tetra Pak hymn, too! Or visit the Facebook page of our super heroes.

Enjoy it all!

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EWWR 2011: Casematte and Equiliberi. Turin and Pinerolo to reduce waste.

by Francesca Morra

The third edition of the European Week for Waste Reduction has finally begun, involving 960 actions throughout Italy. Among these, about 16% will be implemented by associations, which are assuming a major role spreading the spirit of SERR 2011 among their members, and not only them. Let’s start from Piedmont, taking a look to the non-profit organization Equiliberi and to the association Casematte.

Equiliberi Onlus is a Pinerolo-based association committed in social solidarity activities in many different sectors, always with special care to environmental protection, principle enshrined by the Association Charter. Through the initiative “L'impronta (ecologica) è servita” (The (ecological) footprint is served) Equiliberi carries out its awareness campaign on several occasions: submitting EWWR questionnaires to City’s administrators, to volunteers of AVASS and for all students; giving sustainable development classes; cooking dinners with leftovers, organizing travelling aperitifs and afternoon snacks for spreading waste reduction.

In particular it should be noted the presentation of the Sustainable Development Project on November 22, from 18:30 – to around 20:00 at Eataly Pinerolo - route Poirino 104, Pinerolo (Turin).

It’ll be focused on food recovery and on education to sustainable development in the catering industry as well as on best practices for waste reduction. President Maria B. Romano says that, with these initiatives, the association proposes «to contribute to moulding a culture aimed at preventing the production of excess waste and at creating opportunities for businesses and the urban system in general».

The Casematte association was formed in Turin in 2009 by a group of professionals working in promoting social and community development. For the EWWR 2011 they created the initiative “Guardacampo in città” (Scarecrows in the city): it's an exhibition, visible from November 22 to 27 (at the Collective Garden, Turin) of scarecrows made ​​from recycled materials by the students of ASL TO 2 and of the Educational Service of Deaf Institute of Turin. These scarecrows, together with having a decorative function, host in their structure plants and vegetables, enabling a “vertical” small and portable balcony growing treated with self-made compost.

According to Chiara Casotti, one of the founders of the association and in charge of the EWWR 2011 activity «collective participation in cultivating a plot of land together, encourages openness to social and cultural diversity, facilitating, in particular, the integration process of foreign citizens and persons with disabilities, in a wider perspective which goes beyond the environment».

Of particular interest, this action proves itself to be even more innovative giving the chance to "adopt" the scarecrows: close to each of them, in fact, will be left a sheet of paper on which anyone can write his name for requesting the adoption.

Do not miss the opportunity to participate in these worthy of note actions.

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