Late last month, some visitors to Lake Huron were greeted to 2000 messages-in-bottles "washed" ashore. These messages were from the lake, to the people, telling them to take action. See the lake levels are dropping. And non-profit organization Stop The Drop, wants us to help. Although I'm not exactly sure how to help. Even after watching the case study the only thing I know is that the lake levels are dropping. I don't know why. Judging by the lack of information on their website, they're as in the dark as I am. Going to the Stop The Drop site offers no clues. Take an excerpt from the "About Us" section:
Stop the Drop’s engagement medium is to recruit participants to our online community. Joining and using the community is free. There are strict privacy policies in place to ensure member information is not shared with outside commercially-oriented parties. On a first visit, a user would have the opportunity to sign a petition addressed to various levels of government that influence this water level issue. But the message is not advocating a specific cause or solution – rather it asks politicians to notice that their voters are paying attention to this issue, and to what they do, or do not do, about it. Once registered as a member, the user is invited and enabled to ”get informed, get heard, get involved (when you can)” by checking into their personal community portal when prompted as little as 1-3 times per quarter (or as much as they want). Each time the user can expect to get focused, up-to-date information, short surveys, and notification of age-appropriate activities they could engage in to help the cause, all of which take a few minutes per month.
In other words, I have to sign up first so I can then sign a petition that doesn't suggest any sort of solution or even point out a cause, but just makes politicians aware that Canadians have eyes, too and have noticed the lake levels have dropped. Really?
Client: Stop The Drop
Agency: john st.
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
Experiential: Smak Media and Promotions Inc.