To demonstrate how the City of Toronto is literally drowning in plastic, Agency59 and Astral Media Outdoor teamed up for a unique project designed to connect with bottled water drinkers.

To encourage Torontonians to drink filtered, safe tap water, two Transit Shelters – one on Front Street close to Bay Street, and another near City Hall – had their display cases filled with water bottles supplied by the City of Toronto. Powder blue stickers shouting out “We’re Drowning in Plastic,” along with a website address where residents can learn more (www.toronto.ca/water) were posted on both sides of the Transit Shelters, and energy efficient halogen lighting was used to illuminate the units at night.

The campaign was complemented by an additional 20 TSA sites featuring standard posters with similar messaging and ran until mid-September.

Torontonians’ love for bottled water has been an ecological concern for quite some time now. Just think how much garbage Toronto could reduce if a fraction of the 2.6 million people who were exposed to this message threw out one less bottle of water!

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