Mes­sage in a bot­tle

john st., a Canada based in­de­pen­dent agency, de­vel­oped an in­no­va­tive but sim­ple cam­paign called Stop the Drop to raise aware­ness on drop­ping wa­ter lev­els.



Once Leo Bur­nett said, “Make it sim­ple. Make it mem­o­rable. Make it invit­ing to look at. Make it fun to read.” Fol­low­ing th­ese words now is john st, a Canada based in­de­pen­dent agency, which has de­vel­oped a well ap­pre­ci­ated cam­paign backed by a sim­ple idea that achieved the de­sired re­sults and recog­ni­tion. The FaPSaLJQ ‘6WRS WKH DURS’ ZaV GHYHORSHG IRU a GHRUJLaQ %ay-EaVHG QRW-IRU-SUR­fiW RUJaQLza­WLRQ aQG WKH REMHFWLYH was to raise aware­ness about the alarm­ing drop in Lake Huron’s wa­ter lev­els and drive govern­ment ac­tion on the is­sue. The cam­paign saw over 2000 bot­tles be­ing spat up on the shore with a mes­sage in­side the bot­tles from Ge­or­gian Bay which drove home the fact that some­thing had to be done about Lake Huron’s drop­ping wa­ter lev­els be­fore it was too late. Vis­i­tors of the beach were greeted by an un­usual cam­paign wherein the con­cept was about the Bay per­son­ally reach­ing out to its friends. Thus the let­ters were printed us­ing a tech­nique that gave the type a wa­ter­mark-like ap­pear­ance. The me­dia plan­ning was de­signed to en­gage the pub­lic in sup­port of govern­ment ac­tion to ad­dress the alarm­ing and un­prece­dented drop in Lake Huron’s wa­ter lev­els. 7KHUHIRUH WKH .LOOEHaU 3URYLQFLaO 3aUN’V ‘Day 8VH %HaFK’ was used to con­vey the mes­sage. The ideation done by the agency was surely VWUaLJKWIR­UZaUG; KRZHYHU WKH PHWKRG RI GHOLYHUy ZaV in­no­va­tive. “Peo­ple go up to the Bay to es­cape and un­plug. We had to reach beach­go­ers with­out mod­ern me­dia like TV and on­line. So we de­liv­ered our dis­tress call from the Bay us­ing one of the old­est meth­ods in WKH ERRN – WKH PHVVaJH LQ a ERWWOH,” VayV AQJXV 7XFNHU, (xHFXWLYH &UHaWLYH DLUHFWRU, MRKQ VW. “Th­ese are our Great Lakes, but they are be­com­ing less great ev­ery day. Lake Huron hit its low­est recorded level in Jan­uary 2013, and re­mains well be­low its ‘cri­sis level’ es­tab­lished 20 years ago. Lo­cal com­mu­ni­ties and EXVLQHVVHV aUH WKUHaWHQHG, QRW WR PHQWLRQ RXU fiVKLQJ, farm­ing, min­ing, ship­ping and log­ging in­dus­tries. Wet­lands, spawn­ing grounds and wildlife are also in dan­ger. Our on­line com­mu­nity makes it easy for all who use or en­joy the lake to stay in­formed about this LVVXH aQG PaNH WKHLU YRLFH KHaUG,” VayV &ROLQ DREHOO, DLUHFWRU, 6WRS WKH DURS. 7KH FaPSaLJQ 6WRS WKH DURS’V fiUVW JRaO ZaV WR EXLOG its on­line com­mu­nity to 20,000 reg­is­tered mem­bers by /aERXU Day. “:H QHHG WR VKRZ RXU HOHFWHG RI­fiFLaOV WKaW there are a lot of vot­ers in th­ese ar­eas who are watch­ing WR VHH WKaW VRPHWKLQJ JHWV GRQH,” aGGV DREHOO. This one is an­other clas­sic ex­am­ple of how a creative use of OOH can even help cre­ate com­mu­ni­ties and drive so­cial and en­vi­ron­men­tal changes

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