Lake Huron’s water level has been below “crisis level” since 1983. This year, the water dropped to the lowest level ever recorded, which can seriously harm the surrounding areas environmentally and economically. To seek a solution, Georgian Bay non-profit Stop the Drop has teamed with WPP-owned, Toronto-based shop john st. for a campaign meant to raise awareness about the issue. People are encouraged to register on stopthedrop.ca. The goal is to get 20,000 registered users by Labor Day (September 2), so Stop the Drop can take the documented support to put pressure on government officials.
To add to the campaign, john st. produced a short video of an event from late June when 2,000 bottles filled with Stop the Drop messages were placed on the shores of Killbear Provincial Park for visitors to read. The message-in-a-bottle trope is a creative method for the nonprofit to reach out to the public without social media. This is social networking, circa the 18th Century, and these sort of unique grassroots projects could help Stop the Drop achieve its goal as September nears.
Credits after the jump.
Creative Directors: Angus Tucker, Stephen Jurisic
Copy Writer: Keri Zierler
Art Director: Hannah Smit
Agency Producer: Alisa Pellizzari
Account Service: Sean Whelan, Sarah Chan
PR: Elevator Communications
Experimental: Smak Media and Promotions Inc.