MANILA, Philippines - In September of 2009, sari-sari store owner Rowena Novelerio of Pasig City experienced what is now referred to as ‘one of the worst Philippine floods ever recorded in history.’ The volume of rain brought about by typhoon Ondoy made the water in their neighborhood rise almost as quickly as they can climb up to the second floor, or the roofs of their houses.
“Our store was submerged, with the water reaching the ceiling,” recalled Novelerio. “We weren’t able to save anything. We had to take shelter in the rented apartments above,” she said.
Now aware of the devastation floods can bring, Novelerio and the rest of the citizens of Pasig City are eliminating the use of plastics – one of the main culprits behind the choked landfills and clogged waterways. Thankfully, she now doesn’t have to worry about her store’s plastic banners or awnings.
“Smart has begun testing earth friendly outdoor advertising, starting with Talk ‘N Text’s store awnings made of oxo-degradable material,” said Frances Ching, manager for Brand Equity Management of the leading wireless services provider. “We produce millions of outdoor advertising and promotional materials every year and this shift to oxo-degradable is one of Smart’s steps in helping eliminate waste, prevent clogging of sewages and protect the environment.”
Oxo-degradable materials like the ones now being used for Talk ‘N Text’s outdoor promotional tools contain a non-toxic substance that aids in photodegradation or the easy breakdown of the plastic through UV light and thermal energy of the sun. It also promotes degradation aided by exposure to substances naturally produced by microorganisms.
“We did some tests and the materials start breaking down in as little as three months. Regular plastics usually last years in landfills and bodies of water,” said Ching. “For now, we are testing oxo-degradable and if proven successful, we may use it to produce merchandising materials across all Smart brands. But we are also exploring the use of more alternatives that are also earth-friendly, like 100 percent biodegradable plastic made out of cornstarch and recycled paper for our posters and flyers,” she added.
Ching added that suppliers who can produce outdoor ad materials using other eco-friendly alternatives are welcome to send in their proposals.
Talk ‘N Text’s oxo-degradable banners or awnings are marked with “In support of Kabalikat sa Kalikasan.” The use of the oxo-degradable material is being done in alignment with Smart’s other pro-environment programs under its corporate social responsibility and community service arm, Kabalikat.
In the previous years, Smart through Kabalikat has been actively implementing its Post Marketing Waste Management program or the recycling of its tarpaulin materials into well-designed and crafted bags, tents and other items. This scheme provides livelihood to the Smart-adopted Gawad Kalinga communities manufacturing and selling said recycled materials.