‘Susta-Kid’ is a milk drink that builds strength and stamina in a child's body when combined with physical activity. Problem is, kids are doing less outdoor physical activities. Because they’re indoors glued to their TV’s, DVD’s, Video Games, And Internet. And Mums are letting it happen. So we realised that the objective of our promotional campaign had to be to increase the physical benefits of drinking Susta-Kid Milk, by increasing physical activity amongst kids.

We took the image of an electrical plug, and turned it into a child. It became our logo and our character through every media channel. We approached the design by simplifying the core visual communication message: KIDS + UNPLUG + PLAY OUTDOORS. After many designs and many simplifications we arrived at the final design you see throughout the campaign. We affectionately named the Child-Plug design as 'Pluggy'. Pluggy succeeded in communicating to kids on a fun, engaging, emotional level and Mums on a more literal, rational communication level.

The 'Child Plug' Posters we designed helped the Kids Earth Hour campaign achieve the results of:Over P15,000,000 in free publicity.Over 34,000 free page views online.And all from a budget of P2,000,000.Plus Kids Earth Hour contributed to a 40% increase in energy saved by Earth Hour in 2010.But the real value lies in what the campaign did for the Sustakid Milk brand. It positioned it as:- A builder of strength and stamina in your child’s body when combined with physical activity- A builder of a better planet.