Millennials. They’re entitled, laid-back and unambitious, yes? Actually, no. Deloitte’s most recent Gen Z and Millennials survey found that 73% of millennials are doing more for the environment and showing up for the planet through actions they are actively not taking – not driving, not buying fast fashion, and not eating meat.

This led Canadian agency, Citizen Relations Canada, to an idea for Coors Seltzer. What if we took a page from the millennial playbook and did things differently this year after 54 years of being told to do more for the planet?

The new campaign, Call to Inaction, builds on Coors Seltzer’s water restoration efforts in partnership with Change the Course. It’s a pledge for Canadians to take a series of Inactions in the name of water conservation. The campaign highlights how, by doing less, you can decrease your water use – doing more for the planet in the process.

Starting on May 1, 2024, Canadians can visit here to sign the pledge to take inaction this month, positively impacting water conservation efforts through noble inactions such as showering less, refusing to separate laundry loads, and ‘forgetting’ to water the lawn. 

The campaign will be supported by a 30-second OLV, print ads in the Globe and Mail and National Post newspapers, OOH and social, with media by Wavemaker and Volt.