A recent fundraising initiative is leveraging Prime Minister Mark Carney’s reference to “hydronym” to promote awareness and conservation efforts for Lake Ontario. Branded By Collins, a London, Ontario apparel company, has introduced T-shirts featuring the phrase, “My hydronyms are Lake & Ontario,” with a portion of sales supporting Swim Drink Fish Canada, a Toronto-based charity dedicated to safeguarding the lake’s health and cleanliness. Gregary Ford, the charity’s vice-president and waterkeeper, highlighted the significance of the campaign in fostering a renewed appreciation for Lake Ontario among the public.
The concept stemmed from U.S. President Donald Trump’s proposal to rename Lake Ontario as Lake America, sparking a transnational discourse on social media. Carney swiftly responded, emphasizing the historical and cultural importance of retaining the lake’s original name, which has roots dating back over 400 years. The move to preserve the traditional name has garnered widespread condemnation from political figures in both the U.S. and Canada.
Branded By Collins initiated the production of the T-shirts in collaboration with Curious Public, a public relations firm. The company’s managing partner, Steve Ryall, expressed enthusiasm for supporting the cause and promoting Canadian pride through the initiative. While the ongoing trade tensions have impacted many individuals, the campaign aims to unite communities and foster a deeper connection with Lake Ontario.
The “hydronym” campaign, initially offering hats and now expanded to include T-shirts, sweaters, and hoodies in various colors, donates a portion of sales to Swim Drink Fish Canada. The charity’s efforts encompass providing real-time water quality data and advocating for the lake’s well-being. Ford emphasized the importance of collective action in addressing the environmental challenges facing Lake Ontario, including climate change, invasive species, and microplastic pollution. The campaign serves as a platform to educate the public on the lake’s Indigenous heritage and promote sustainable practices for its conservation.