Kids Earth Hour drew massive media coverage to the tune of Php11,655,685 in TV & radio publicity; Php1,665,334 in P.R.; Php1,600,000 in out-of-home exposure; and 33,978 page views online. All that, from a budget of two million pesos. 1,529 kids attended our main event and every single one pledged to engage in outdoor physical activities more often. But the real value lies in what the campaign did for Sustakid Milk’s brand,positioning it as not only a builder of strength and stamina in your child’s body when combined with physical activity, but also a builder of a better planet.