TORONTO, IT'S TIME TO LOVE THE RAVINES

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FOR IMMEDIATE RELEASE

September 17, 2013 

TORONTO, IT'S TIME TO LOVE THE RAVINES

New Campaign Showcases City’s Most Precious Resource 

 Today a diverse group of businesses and environmental groups launched a Love the Ravines campaign inviting Torontonians to explore, enjoy and protect these spectacular natural features. The campaign educates residents about the many social, environmental and economic benefits they deliver and inspires residents to celebrate these wild places.

The campaign website, www.lovetheravines.com, features a video showcasing Toronto’s ravines, a new crowd sourced map of photos and entrances to Toronto’s ravines, and a petition to make Toronto’s ravines part of Ontario’s Greenbelt. The interactive campaign invites Torontonians to use the hashtag #lovetheravines to share stories via Instagram, Twitter and Facebook.

"We all drive through or over the ravines but few of us actually get into them. That is what we want to change with this campaign. The more familiar we are with our ravines, the more we will understand their benefits and want to protect them," said Blaine van Bruggen, spokesperson for the campaign and Partner at DOT DOT DASH.

Toronto’s ravines are vital to the city’s health and well-being. They provide 10,500 hectares of recreational space, improve air quality, control flood waters, and attract tourism. As the city grows these assets also grow in importance.

Recent steps taken by the province enable cities to designate urban river valleys as part of Ontario’s Greenbelt, permanently protecting these features and connecting them to a wider network of green space that spans more than 1.8 million acres from Niagara to Peterborough.

Patagonia® Toronto, Friends of the Greenbelt Foundation, Environmental DefenceToronto Environmental Alliance and DOT DOT DASH have collaborated to inspire residents to celebrate Toronto’s ravines or discover them for the first time.

"These lush and vast ravines run throughout our city, drawing many Torontonians to walk, bike, run and fish," said van Bruggen. "No other city in world has what we have. No matter where you are in the city your escape into wilderness is only a short TTC ride away."

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For access to broadcast quality video and HD photos please contact blaine.vanbruggen @ dotdotdash.ca

For more information, contact blaine.vanbruggen @ dotdotdash.ca

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