Brita Canada is partnering with world-renowned creative conservationist and National Geographic Explorer Asher Jay to create a one-of-a-kind exhibit at Toronto’s Union Station kicking-off Earth Month in April and celebrating the launch of the new Premium Filtering Water Bottle.
The 12-foot-tall installation – Niagara Now – recreates the iconic Canadian waterfall using 900 salvaged plastic bottles in an attempt to address the enormous environmental footprint of single-use plastic water bottles in Canada. Contrasted next to the sprawling horseshoe is a solitary Brita LonglastTM Filter, capable of replacing up to 900 single use plastic water bottles (standard 500 mL bottles).
“900 represents the approximate number of bottles consumed and cast aside every five minutes just in Toronto,” explains Jay. “Most people are not conscious of that – with this installation, they actually get an immersion in the cumulative impact that opening your wallet out of ignorance has on the world around us.”
Plastic pollution is one of the biggest environmental issues today; an estimated 22 million pounds of plastic enter the Great Lakes annually1 and it is predicted that by 2050 there will be more plastic in the ocean than fish. Single-use plastic water bottles are a big part of the problem. In Canada, over 2 billion single-use plastic water bottles are consumed every year, and each bottle takes over 450 years to decompose.
“The tiniest, everyday choices we make can have a significant impact on the environment,” says Matt Kohler, Vice President Marketing Brita Canada. “The juxtaposition between the single Brita LonglastTM filter and the towering installation is telling – all 900 of these bottles could be replaced with one simple decision.”
In addition to visualizing the sheer number of bottles consumed and discarded every five minutes in Toronto, 621 bottles are painted to showcase that 69 per cent of Canadian households prefer tap water to bottled water, 108 bottles are partially-painted representing the 12 per cent of households that drink both tap and bottled water, and 171 unpainted bottles reflect the small percentage of households that drink only bottled water.
“It’s a small fraction of society actually actively consuming bottled water yet they’re the ones leaving the numbers we’re talking about,” says Jay. “The majority of Canadians are conscientious about protecting their waterways and drink tap water but small numbers consuming it still result in the hundreds of thousands of bottles that end up in the landfill.”
The installation will be on display from April 1– April 6 for visitors to enter the splash zone of the plastic waterfall, take a selfie and share the #SplashSelfie far and wide so others can follow their lead and eliminate single-use plastic water bottles.
“Individually, we can each tell a story; together, we can change the whole narrative,” says Jay.
Photo: Brita expands its range to offer premium filtering water bottles for great tasting water without the waste anywhere. (CNW Group/Brita® Canada)