A fresh fundraising initiative is capitalizing on Prime Minister Mark Carney’s mention of the term “hydronym” to promote awareness and environmental conservation efforts for Lake Ontario. Branded By Collins, an apparel company in London, Ont., has introduced T-shirts featuring the message, “My hydronyms are Lake & Ontario,” with a percentage of sales proceeds directed towards Swim Drink Fish Canada, a national charity based in Toronto dedicated to safeguarding the lake’s cleanliness and safety.
According to Gregary Ford, the vice-president and waterkeeper of the charity, this campaign marks a rare moment where individuals are engaging in discussions about Lake Ontario and expressing pride in it. The concept was sparked by U.S. President Donald Trump’s proposal to rename Lake Ontario as Lake America, amidst social media exchanges between the two countries following stalled trade negotiations.
Carney, in response to Trump’s renaming suggestion, emphasized the historical significance of the name “Lake Ontario,” stressing its longevity of over 400 years and its pre-existence before the formation of Canada and the U.S. as countries. The political leadership in both nations has criticized Trump’s executive order, with Ontario Premier Doug Ford unveiling a sign in Winona declaring “Lake Ontario, now and always.”
The T-shirts created by Branded By Collins were inspired by a suggestion from the public relations firm Curious Public to managing partner Steve Ryall. Ryall expressed enthusiasm for supporting the initiative, highlighting the company’s Canadian pride. While the company’s direct impact from U.S. tariffs has been minimal due to its primarily Canadian customer base, Ryall acknowledged the broader implications of the trade situation, emphasizing the importance of stable relations between the two countries.
The “hydronym” campaign initially featured hats but has expanded to include T-shirts, sweaters, and hoodies in black, red, and white colors. A portion of the proceeds from each item sold is donated to the non-profit organization, supporting activities such as real-time water quality monitoring and advocacy efforts for Lake Ontario. Ford emphasized the importance of collective action to address the challenges facing the lake, including climate change, invasive species, and microplastics, highlighting the campaign as a catalyst for raising awareness and fostering a deeper connection to the lake’s heritage and indigenous roots.