In an attempt to bring awareness to dropping water levels in Lake Huron, visitors to the beach Killbear Provincial Park on Georgian Bay last week were greeted by the sight of more than 2,000 bottles scatted along the shore, each containing a personal message from the lake – I need your help before it’s too late.
Toronto agency John St., in collaboration with non-profit organization Stop the Drop, orchestrated the stunt that took place over Canada Day weekend.
Angus Tucker, executive creative director at John St. said the agency was approached by Stop the Drop’s director ahead of the organization’s launch. John St. named, branded and created communication materials for the non-profit, and came up with the idea for the “Message in a Bottle” stunt.
“The dropping water levels are concerning and it’s starting to have a serious impact on the environment and local businesses,” Tucker said. “We thought, ‘how would Georgian Bay speak to people if it could?’ It would likely use the age-old message in a bottle.”
Inside the bottles were letters from Georgian Bay, reading in part “We’ve never really met, but we’ve known each other for years. I was there the first time you picked up a paddle, and the first time you caught a fish… but something is threatening all that now. That’s why I’ve sent you this message. I need your help.”
John St. enlisted the help of PR agency Elevator. Promotion for “Message in a Bottle” was largely grassroots, Tucker said. Posters were designed and put up at local marinas and along Highway 401. Several 10 x 20 billboards were also erected in communities bordering the Lake Huron and Georgian Bay.
All the work for Stop the Drop was done pro bono, Tucker said, and he expects to collaborate with the organization in the future, although no work is planned yet.
A press conference held on the beach after the stunt was attended by several government officials including the mayors of Carling Township and McDougall Municipality, as well as the MPPs of Simcoe North and Parry Sound-Muskoka.
Stop The Drop’s goal is to build its online community to 20,000 registered members by Labour Day in order to drive government action on the issue.
