Ribena,
the premium fruit drink from the stable of GlaxoSmithKline Consumer Plc (GSK)
is partnering with Tetra Pak, a world leader in food processing and packaging,
on Ribena/Tetra Pak “Drink it, Flatten it and Bin it” campaign to make life
better. Ribena /Tetra Pak “Drink it, Flatten it and Bin it” campaign is
school-based recycling contest requiring collection of used Tetra Pak cartons
of Ribena for the production of furniture for school children in less privileged
communities in Lagos State. The announcement was made at a press conference
held in Lagos recently.
Expressing
the thoughts behind the Ribena/Tetra Pak “Drink it, Flatten it and Bin it”
campaign at the press conference, The Brand Manager, Ribena, Mr. Olawale Akanbi
said “we believe that it is our duty as a corporate organisation to continually
reinforce attitudes that will help enhance our society and preserve our
environment. We are all responsible for our collective future and as a brand
that is focused on improving the quality of human life; we see the need to work
with the young ones with the hope to help them imbibe the right attitude
towards our environment”.
Tetra
Pak West Africa Communications Manager, Chidilim Menakaya said, “True to our
motto, ‘Protects What’s Good’, Tetra Pak’s commitment to consumers,
customers and all stakeholders goes beyond protecting the contents in a Tetra
Pak carton but also actively promoting initiatives that encourage environmental
awareness and sustainability. We are always excited to partner with
organisations around the globe who share our belief and commitment. I must say
that we have found in Ribena, a worthy partner in driving awareness about the
benefits of recycling Tetra Pak cartons and how they are ‘Good for Kids’ by
providing good nutrition from the Ribena drink loved by all kids and how they
are ‘Good for the Earth’ by being recyclable.”
She
reiterated the fact that kids can play a role in protecting the environment.
Every time they pick up a pack of Ribena they have the opportunity to create a
greener tomorrow. As they are made primarily from renewable resources, Tetra
Pak cartons can be recycled into benches, chairs, books, roofing sheets and
much more, after you drink, flatten and bin them. “It is our sincere hope that
the participants will through this program learn enduring lessons about how to
relate with the environment and on the long run play their part in helping to
protect what is good –our environment.”
According
to Olawale of Ribena, the Ribena/Tetra Pak “Drink it, Flatten it and Bin it”
adapts a very simple style that is captured by the title of the campaign which
is couched from the process involved – drink and empty the Ribena carton pack,
flatten it irrespective of the pack size and then bin it in the special branded
Ribena bins that have been stationed in each participating school.
A combination of volunteers from GSK –makers of Ribena and
Tetra Pak went on an awareness campaign in all the schools over a period of
about six weeks to educate the children and ensure that they understand exactly
what the campaign is all about.
Schools
in Dustbin Estate in Ajegunle have been designated as the beneficiary of the
project as the Ribena – Tetra Pak project will be donating schools furniture
produced from the recycled used cartons to children in schools in the estate.
Ribena/Tetra Pak “Drink it, Flatten it and Bin it” campaign will be working
together with recyclers to ensure that the used Tetra Pak cartons gathered by
each school are moved regularly to the recycling site to avoid littering of the
school.
It
was further revealed that the Ribena/Tetra Pak “Drink it, Flatten it and Bin
it” campaign has already kicked off in 20 schools in Lagos State, among which
are Tender Stars School, Corona School, Fasta International School, Mind
Builders School, Dansol School, Trinity School, Airforce Primary School, Little
Saints Montessori School, Primerose School and Chrisland Schools. Other
Schools that are participating in the Ribena – Tetra Pak recycling project are
Green Springs School, Vicsum Schools, Sunny Side School, Little Rock School,
Tender Cradle Schools, Lesorond School, Kingdom Heritage School, Tripple Cross
School and Tomobid School.
The
Ribena/Tetra Pak “Drink it, Flatten it and Bin it” Campaign is designed with a
two-level contest that allows for inter-schools completion as well as
intra-school competition. At the inter-school level, all the twenty schools
that are participating in the project collect as much of used Ribena cartons as
possible. While at the intra-school level, each school is to group the students
into art and craft groups that will work together with the help of their
teachers to creatively recycle some of the cartons by converting them into
pieces of artwork.
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