Monday, May 23, 2011

SM theaters to show 60-sec docu on environment

SM theaters to show 60-sec docu on environment
By Rose De La Cruz 
The Philippine Star
May 22, 2011

Manila, Philippines - The collaboration of Smart Communications, the US Agency for International Development and its Philippine Environmental Governance Project (EcoGov), the SM Cinema and SM Supermalls has produced a 60-second environmental animated documentary that will be shown free in the theaters of 16 SM malls in the country.

Titled Tanim (to plant), the 60-seconder portrays two animated characters Flora and Gorio (named after the founder of Goriotik Multi Media Productions, composed of Filipino animators doing work for Hollywood studios) reminiscing the beautiful and bountiful forests of the past which had been lost through over exploitation and its loss led to catastrophes that in turn adversely affected the lives of humans.

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).

Smart has been active in tree planting for six years now with a record of almost one million trees so far and it is also very deeply involved in the Marikina watershed reforestation project of the Philippine Disaster Recovery Foundation, chaired by Manuel V. Pangilinan of PBSP, Smart and PLDT, among others.

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.

Isberto said he would ask EcoGov to make the mascots of Flora and Gorio a permanent thing in their replanting and reforestation activities, to educate both children and adults on the importance of replanting, conserving and preserving the forest cover.

He said Smart’s project in the Marikina watershed, which began after storm Ondoy in 2009, is for the long term of at least 10 years. The Department of Environment and Natural Resources want only the planting of trees that are native to the area, instead of exotic species like mahogany, Isberto added.

Smart has set up three nurseries in the watershed, which use the NGOs and community organizers and local residents to ensure the sustainability of the watershed’s livelihood programs.

The SM Group, through its SM Cares and SM Foundation, has also been active in environmental projects in many of the communities where it operates in the country.

The EcoGov project, funded by USAID, works with 150 municipalities in 13 provinces in seven regions. It promotes environmental governance processes among local government units.