22 June 2011

Tanim: Beyond the Earth Hour

SM Cinema goers will experience a new thrill from now on as they get to look at the adventures of Gorio and Flora as the two kids take them back to a time when the river was clean and free of garbage. Through the eyes of the children, they will see how man's neglect and abuse has led to its degradation and how this has contributed to flooding, displacing those living along the riverbanks.

As Gorio and Flora talk about how they can help the environment and are led to plant trees, cinema goers will also see how the whole scenario changes with the greening of their surroundings. The ad ends on a positive note with the two characters calling on the public to care for the environment.

Titled 'Tanim' (to plant), the 60-seconder environmental animated documentary is a collaboration of Smart Communications, the US Agency for International Development and its Philippine Environmental Governance Project (EcoGov), the SM Cinema and SM Supermalls. It will be shown free in the theaters of 16 SM malls in the country.

Then the film shows why it is so important to reforest and re-green the environment for the sustainability of the planet and for the benefit of future generations. This film was launched to the media recently at the Directors' club, a special screening cinema at the Mall of Asia.

Smart vice president for public affairs Mon Isberto said his company shouldered the cost of the three-dimensional production through its contribution to the Philippine Business for Social Progress (PBSP) under its Balik Baterya project in tandem with Motolite (which recycles the batteries and sales revenues are deposited to PBSP).

The USAID and EcoGov provided the design and technical inputs of the production material, which took five months to plan, design and execute, based on their advocacy "Ridge to Reef" or from the forest to the coastal reefs.