Starting this month, visitors travelling British Columbia’s Sea-to-Sky Corridor will encounter signage encouraging them to behave more responsibly when exploring the outdoors and local communities.
The new signage is part of a campaign launched in response to an increase in litter, wildlife conflicts, environmental degradation, and illegal land use. It will be placed across the region—from North Vancouver and Bowen Island to Lillooet—in visitor centres, in parks, on trailheads, and on beaches, reminding people to be aware of their impact and respect the environment using the tagline, “Don’t Love it to Death.”
The campaign is an initiative of the Sea-to-Sky Destination Management Council, made possible through Community Economic Recovery Infrastructure Program (CERIP) grants from the provincial government. The creative, developed by Whistler marketing agency Origin, will include printed materials provided to local businesses, posters, videos, and a social media program.
“People genuinely love the Sea-to-Sky region,” says Lesley Weeks, executive director of Tourism Squamish. “We all have a duty of care to protect our natural environment and cultural heritage for future generations. Ultimately, we want to instil an ethic of accountability and respect among locals, outdoor enthusiasts, and the travelling public, so everyone can enjoy the many opportunities this majestic region has to offer.”