Stars GMA Network and Nestle Philippines have launched their newest environmental digital series campaign called Kalikasanovela, with real-life couple Bianca Umali and Ruru Madrid as the main stars.
The advocacy series, which was launched in celebration of Earth Day last April 17, aims to promote solid waste management systems and address the plastic waste crisis and environmental problems in the Philippines. The show features love teams Sofia Pablo and Allen Ansay in the episodes “Katok,” “Ibaon,” and “Sirena,” who also share their experiences and learnings from participating in the project.
“As artists, it’s our responsibility to use our platform’s influence for good, especially when it comes to matters concerning the environment. Being part of the Kalikasanovela series is my way of doing this – by helping spread awareness about the plastic waste problem in the Philippines,” said Umali.
The plastic waste crisis is a long-standing environmental problem in the Philippines, with 2.7 million tons of plastic waste generated in the country each year, according to the World Bank. The country also has one of the highest rates of mismanaged plastic waste globally, resulting in plastics ending up as litter and in landfills, and eventually leaking into bodies of water. The Kalikasanovela series aims to address this issue by promoting awareness and educating Filipinos about solid waste management and reducing, reusing, and recycling plastic waste.
“Instead of using single-use plastics when I eat out or shop, I bring reusable items to reduce my consumption,” Pablo shared.
“There are many alternatives to single-use plastics that are readily available in the market from water bottles and utensils to shopping bags. It’s up to us to make that choice to help our planet in our own little ways,” she continued.
Each Kalikasanovela episode makes use of a well-loved Filipino movie and TV series genre to tell a short story about plastic waste. The show also showcases Nestle PH’s initiatives and milestones in addressing the plastic waste crisis, including upcycling sachets into school chairs, reducing plastic in their product packaging, collecting and diverting over 60 million kilos of plastic waste from the environment, and educating its employees to reduce, reuse, and recycle plastics in their homes.
“Today marks a milestone as we launch Kalikasanovela, a fusion of our love for storytelling with our love for the environment. It is our belief in GMA that we need a concerted and cooperative effort to save our Earth and keep it livable,” said Angel Javier Cruz, vice president and head of Corporate Affairs and Communications of GMA Network.
“This is why our partnership with Nestle is very significant for us. With our complementary strengths and the same vision, we hope to encourage as many Filipinos to be more responsible in their everyday living and be kinder to our environment,” stated Cruz.
The collaboration between GMA Network and Nestle Philippines is a significant effort to create a more responsible and sustainable environment. Kapuso leading lady Sanya Lopez also joins the roster of stars who participated in the environmental series for “Paalam.” All episodes can be watched on GMA 7 and the digital platforms of GMA and Nestlé Philippines.
“We thank GMA Network for sharing our vision of a waste-free future. Our goal for the Kalikasanovela series and this partnership as a whole is to inspire more Filipinos to be part of the solution in addressing the plastic waste problem even in ways as simple as reusing, reducing and recycling plastic waste,” said Jose Uy III, SVP and head of Corporate Affairs of Nestlé Philippines.
“We have to remember, tayo ang bida sa ating kwentong pangkalikasan. Together, we have what it takes to create a better world and shape a waste-free future for our children and for generations to come,” he ended.