Dude, Where’s My Dock?

Raising Awareness of Invasive Phragmites: A Multiyear Outdoor Advertising Campaign by the Ontario Phragmites Action program, which is co-delivered by the Invasive Species Centre (ISC), as well as the Nature Conservatory of Canada.

A public awareness campaign regarding the threats posed by the invasive Phragmites plant in Ontario. The campaign aims to support Ontario’s efforts in combating invasive species and fostering community knowledge and action in “Cottage Country”.

The target audience are people who live permanently, seasonally or recreate in the area accessed via the Hwy 400 corridor.

Why should people in “Cottage Country” care? 

Phragmites australis poses a wide range of challenges for cottagers and rural landowners in southern Ontario:

1. View Obstruction: Growing up to five meters tall, Phragmites can block scenic views from cottages and hinder access to water areas.
2. Reduced Property Values: The presence of Phragmites along shorelines can lower property values for cottagers.
3. Decreased Recreational Opportunities: Phragmites can impair recreational use of wetlands and beaches, affecting activities such as swimming, boating, and fishing.
4. Fire Hazard: High quantities of dead stalks within Phragmites stands are highly combustible, especially during dry conditions, creating a fire risk to nearby cottages.
5. Biodiversity Loss: Phragmites outcompetes native plants and disrupts wildlife habitats, diminishing both ecological value and aesthetic appeal in cottage areas.
6. Water Access Issues: Dense stands of Phragmites can obstruct cottagers’ access to water for recreational purposes.
7. Drainage Problems: Phragmites can clog drainage ditches, potentially leading to flooding issues in cottage areas.

These collective impacts diminish the enjoyment and value of cottage properties, making Phragmites a significant concern for cottagers in the region.

Campaign Objectives

1. Harness the Attention of Concentrated Travellers: In southern Ontario, “cottage traffic” typically refers to the increased vehicular and pedestrian movement associated with cottagers traveling to and from seasonal properties, especially during weekends, holidays, and the summer months.
2. Raise Awareness & Encourage Engagement: Educate and engage a specific and motivated audience on the ecological, recreational, aesthetic and economic threats posed by invasive Phragmites.
3. Foster Cottage Owners community involvement and collaboration among cottage owners for coordinated control efforts, such as localized removal projects or volunteer initiatives.
4. Increase Participation in Mitigation Programs: Encourage cottage owners to engage with existing programs and initiatives aimed at managing Phragmites
5. Engage Funders: Demonstrate value to potential funders to allow campaign expansion – with Year 1 proof of concept.
6. Expand Campaign Reach: Scale up the campaign to broader regions in “cottage country” in Year 2 based on Year 1 results and expanded budget.

The pre-existing relationship between the ISC and Federation of Ontario Cottagers Association (FOCA) represents more than 500 local associations, which collectively encompass tens of thousands of cottagers in Ontario. The membership includes individuals, families, and associations that advocate for environmental stewardship, property rights, and sustainable cottaging practices.