On September 17, 2013, I joined over a hundred guests at Patagonia’s Toronto store to celebrate the launch of a new campaign aimed at promoting a healthy lifestyle, outdoor recreation and ultimately, showing love for Toronto’s beautiful ravines, the Don and the Humber.
The campaign, simply called ‘Love the Ravines’, represents a collaboration of talent and passion from members of Dot Dot Dash, Environmental Defence, Patagonia, Friends of the Greenbelt Foundation, and Toronto Environmental Alliance. Guests included staff from various environmental organizations, but also, runners, dog walkers, hikers, bird watchers, and resident Torontonians who appreciate the nature and beauty of the Don and Humber ravines.
With local beer sponsor, The Beer Academy supplying samples, guests gathered around for the official screening of a 75-second clip that calls Torontonians to action: to love the ravines.
Following talks from Burkhard Mausburg (CEO, Greenbelt Foundation) and Jason van Bruggen (Partner, Dot Dot Dash), Dr. Jean Marmoreo spoke passionately about her love for the ravines. As a general physician and four-time winner of the Boston Marathon for her age category, Dr. Marmoreo spoke beautifully of her relationship with the ravines as the training ground for her marathons.
Patagonia Toronto was the perfect venue for the launch! Upon walking in, I noticed buttons and seed paper had been attached to each garment, each item spouting its love for the ravines. My favourite highlight of the night was a beautiful backdrop that sparked conversation and play, with attendees bringing out Patagonia gear to stage their chosen ravine activity.
For those who want to get out and love the ravines like we do, the new website lovetheravines.com is the place to start. Simple, interactive, and well thought-out, the website plots key entry points into the ravines; all the information you need is right on the site! You can also Take Action: by signing the online petition you’d be asking Toronto City Council to add our publically-owned ravine lands to Ontario’s Greenbelt – giving them the highest level of protection.
If that’s not enough to get you out there, Patagonia announced that anyone who takes their next outdoor activity into the ravines and tracks it using one of several exercise apps, can come into the Patagonia Toronto store at 500 King Street West to claim a free gift. What’s the gift? I don’t know, but I guess I’ll be spending some time in the ravines this weekend to find out.
- Paulina Staszuk, Grants Officer