At the end of 2010, RTUK (The Supreme Board of Radio and Television in Turkey) had started a TV project to remind the sleeping-time for children on TV around 9:30pm.RTUK’s social responsibility project was an inevitable opportunity for us, because:- We had to combine the message of sleeping and drinking milk;- We had to be the first brand, doing this project;- Our project should have been unique and unable to be copied;- Finally, we had the consent from RTUK and co-operated with them in this project. We gave our message right after RTUK TV banners every evening, which was banned before.

After all positive feedbacks, we extended our project to 3 months instead of 1 month (February 28 – April 30). Our message was communicated 63 times across 63 days.We reached 5.5m children 5 times in average and 2.2m moms (who had children 1-7 years old) 10 times in average.As being the leader, we contributed to milk category with fulfilling our responsibilities