THE BEAUTY of the Thanks Great Lakes campaign lies in the universal appeal of its message, for it's true that even those who take the lakes for granted are grateful for them.

To have impact, however, the gratitude of Great Lakes People has to be expressed publicly and made conspicuous from one end of the basin to the other. By doing so, residents would send an unequivocal message to national, state provincial and municipal leaders that we expect them to stand up for the lakes and will hold them accountable if they don't.

To that end, the campaign seeks to make “Thanks Great Lakes” and its abbreviation “ThxGlx” ubiquitous expressions throughout the basin. It would do this initially through mass distribution of free ThxGlx stickers and later with the collaboration of Great Lakes organizations, municipalities and agencies that agree to incorporate “Thanks Great Lakes” into their communication and marketing channels. (More on that later.)

In challenging Great Lakes People to show their gratitude, the campaign’s one and only call to action is modest and to the point — If you feel it, say it!

THE COLLECTIVE VOICE of Great Lakes People has the power to influence public opinion and shape policy. But here’s the thing. Although an overwhelming majority of us believe that protecting the lakes is important, relatively few engage politically or contact officials about Great Lakes issues. 

The Thanks Great Lakes campaign seeks to bridge the gap between caring and speaking up by giving basin residents a novel, easy way to collectively advocate for the lakes and, in turn, compel our leaders to prioritize their protection.

Although the act of publicly displaying a ThxGlx sticker or magnet might seem insignificant, it has genuine substance, for it reflects an emotional connection to the lakes, implies a responsibility to care for them, and conveys hope for their future.

Imagine if residents, municipalities, businesses, chambers of commerce, environmental groups, government agencies, and research institutions in the U.S. and Canada embraced the Thanks Great Lakes theme as part of a coordinated campaign. Over time, the phrase would be everywhere from Duluth to the Thousand Islands. Such a campaign would grab the attention of news media and open the eyes of residents who might take the lakes for granted. It would also complement the region’s tourism efforts and plans to develop the blue economy.

Of course, a basin-wide gratitude campaign won’t solve the many problems plaguing the lakes. But in so far as it can sway public opinion, boost regional pride, and bolster the political will of our leaders, it would help compel a sustained commitment to the policies, research, and funding needed to fix those problems.

CONSIDER THE CURRENT state of affairs:

• Federal budget cuts threaten to dismantle decades of environmental progress, hamstring essential programs, and stall basic research in the Great Lakes.

• On top of recurring ecological challenges, the Great Lakes are beset by serious newer challenges, including forever chemicals and microplastics.

• Demand for Great Lakes water is growing and will continue to increase.

• Political friction between the U.S. and Canada might slow progress on critical Great Lakes issues.

INCREASING THE PUBLIC'S appreciation for the lakes and building a stronger Great Lakes identity for the region are goals that have been specifically identified over the years, perhaps most notably in the 2021 “Action Plan for Growing the Great Lakes Blue Economy,” organized by the Great Lakes Commission.

The action plan’s many goals include these four:

• Strengthen public appreciation for the Great Lakes.

• Emphasize the Great Lakes as our region’s unique and defining characteristic.

• Establish a unified, regional identity and branding.

• Promote tourism and the unique identity of the Great Lakes region.

While no single tactic could accomplish these ends, the Thanks Great Lakes campaign would be a practical step toward achieving progress in each of these areas.

PICTURE THIS: It's several years from now and you’re driving the giant loop around all five lakes. Wherever you go, in both the U.S. and Canada, you see references to “Thanks Great Lakes.” 

The diner you stop at has free ThxGlx stickers available at the counter. Same with the brewery you visit and the bike shop you go to the next day. The national park visitor center, the marine sanctuary, the maritime museum — all of them are giving away stickers. And they all proudly display the sticker on their front doors.

As you stroll around, you see ThxGlx stickers on cars, storefronts, laptops, and water bottles. People on the street are wearing ThxGlx T-shirts, the same ones displayed in area souvenir shops. 

ThxGlx stickers are on charter fishing boats, kayaks, jet skis — even on the Coast Guard cutter, cruise ship and university research vessel tied up in the harbor. The marina has ThxGlx on its sign. So does the ferry company. 

When you look up tourist information on your phone, you see the ThxGlx symbol embedded on several websites. You also notice a site for the annual Thanks Great Lakes Photo Contest.

As you continue your drive around the lakes, you see ThxGlx used in city publications and tourist guides. It’s even on billboards and banners in several cities.

It all makes sense when you learn that major environmental organizations, as well as governors, premiers and mayors across the basin, have endorsed the Thanks Great Lakes campaign and encouraged other Great Lakes organizations and cities to do the same.

At the end of your trip, it’s obvious that “Thanks Great Lakes” has become a rallying cry for basin residents and a de facto marketing slogan for the region, finally laying to rest the "Rust Belt" slur that has defamed Great Lakes People and their home for far too long.

AS ENVISIONED, a prominent Great Lakes organization would lead the campaign. To achieve the largest voice possible, it would solicit the endorsements and participation of other key groups working to protect the watershed. They fall into five general categories.

1. Conservation and education organizations, including university institutes, the Great Lakes Sea Grant programs, Inland Seas Education Association, maritime museums, marine sanctuaries and national parks.

2. Binational commissions such as the Great Lakes St. Lawrence Governors and Premiers, Great Lakes and St. Lawrence Cities Initiative, Great Lakes Commission, and International Joint Commission.

3. Municipalities, chambers of commerce, regional tourism bureaus.

4. Businesses such as breweries and restaurants, marinas, ferry companies, cruise ship companies, outfitters, bicycle rental shops, fishing charters, and souvenir stores. 

5. Regional news media, including “Great Lakes Now” (Detroit PBS) and its partners in the Great Lakes News Collaborative.

By means of their combined communication channels, the groups would amount to a giant megaphone that could thoroughly promote and quickly launch the Thanks Great Lakes campaign across the basin.

With such widespread backing for the campaign, major Great Lakes champions such as the Mott, Joyce or Erb Family foundations and the Meijer Co. might be willing to help cover the relatively small cost of the venture.

I'm Tom Rinderle, a journalist by profession and a Great Lakes guy by birth.

The best efforts of scientists and policymakers aren’t enough to ensure the health of the lakes. Ultimately, basin residents must do their part, too. That's the point of the Thanks Great Lakes campaign — to inspire greater appreciation for this one-of-kind oasis in our backyard.

As author Dave Dempsey warned in “On the Brink, The Great Lakes in the 21st Century, "Protecting the Great Lakes in the end will depend not just on how people feel about them, but how strongly they feel, and how willing they are to fight for them.”

I invite you to share your suggestions for the Thanks Great Lakes campaign at THXGLX@gmail.com.