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Building on its water conservation and restoration efforts with Change the Course, Coors Seltzer is launching Call to Inaction, a pledge encouraging Canadians to take a series of inactions in the name of water conservation.
A generation of millennials have grown up with the stereotype that they are laid-back, unambitious and entitled. But recent research (Deloitte) has shown that 73% of millennials are doing more for the environment and showing up for the planet through actions they are actively not taking - not driving, not buying fast fashion, and not eating meat.
Inspired by the 'laidback Millennial,' Coors Seltzer encourages Canadians to adopt a new approach to support the restoration of Canada's waters: doing less. As a brand dedicated to water conservation and restoration through its long-term partnership with Change the Course, Coors Seltzer is introducing the Call to Inaction, a commitment to reduce actions in the name of water conservation.
“Since Coors Seltzer launched in Canada in 2021, the brand has worked closely with Change The Course to help protect our waters,” said Jeanene Miniaci, Senior Marketing Manager, Flavour & Seltzers. “Call to Inaction allows us to educate and continue to champion this important issue while engaging Canadians in a fun way by asking them to be more like the ‘laidback Millennial.’ So, take the pledge today and commit to doing less, for the good of the planet!”
To date, Coors Seltzer has helped fund projects with Change the Course that will contribute to the restoration of 8.4 billion litres of water over their lifetime through 2030. The brand will continue to add to this impact by helping fund an average of 1-2 new Change The Course projects annually.
Starting this week, Canadians can visit calltoinaction.ca to sign the pledge to take inaction this month, positively impacting water conservation efforts through noble inactions such as showering less, refusing to separate laundry loads, and ‘forgetting’ to water the lawn.
The campaign is being supported by a 30-second OLV, print ad running in the Globe and Mail and National Post newspapers, OOH and social.
Agencies behind Call to Action campaign?
- Agencies - Citizen Relations
- Brand - Coors Seltzer
(click on the link to view the agency's Vendor Directory listing)
