A Picture is Worth 1,000 Words

A still from the new Economic Action Plan commercial.

Thanks to Water Canada’s attentive associate publisher, Lee Scarlett, I’ve now seen the latest Economic Action Plan commercial from the federal government. The quick mention of “making water cleaner,” dubbed in tandem with a running faucet, caught his eye, and mine, too. Let’s examine the potential messages this one shot could convey.

Firstly, why are we looking at a tap? Through the Infrastructure Stimulus and Building Canada Funds, the Action Plan targets drinking water, yes, but the rest of the commercial shows big infrastructure projects. Why aren’t we looking at one of the many treatment plants currently under construction?

Secondly, see that attachment on the faucet? Kevin Wong, executive director of the Canadian Water Quality Association, reckons it could be either a point-of-use filter or an aerator, used to add air to volumize the water stream. Two points: 1) If it’s a filter, what does that say about the state of Canada’s public drinking water? Should municipalities be taking offense? Should the Council of Canadians and CUPE be up in arms? 2) If it’s an aerator, should conservation and efficiency advocates be applauding the feds for active promotion of residential devices?

Thirdly, the feds keep making use of this clean water rhetoric, but we have yet to hear significant news about the bolstering of the Action Plan on Clean Water, which has been, according to Environment Minister Jim Prentice, “identified as a priority.” Should we be expecting a big announcement in the very near future?

See all of the Economic Action Plan adverts here.