Srilanka, Feb. 20 -- 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 exchang...