Sanitary Connecticut?

Posted on July 3, 2012. Filed under: Uncategorized | Tags: , , , |

Have you seen the new state-financed Revolutionary Connecticut advertising campaign yet? We reported on its launch two weeks ago; the slogan is now appearing on billboards, in magazines, and on television screens across the region.

Considering last week’s news from the shoreline, though, it’s fortunate that the marketing mavens didn’t choose the slogan Sanitary Connecticut instead! According to the National Resources Defense Council, of the 30 states with beaches on the coasts or Great Lakes, the Nutmeg State only ranked 26th in water quality.

So how does the advertising campaign address the issue of water quality? Interestingly, although the campaign’s half-minute video entitled Connecticut Coast (which is available for viewing on YouTube) opens and closes with “action shots” of children running along the sandy shore, none of the adorable tykes actually dares to venture into the water.

Purely a coincidence? Perhaps so, but when Leah Schmalz, director of legislative and legal affairs for Save the Sound (a program of the Connecticut Fund for the Environment), tells the Connecticut Post that beach waters after heavy storms contain “debris, chemicals and other materials (that) becomes a toxic stew,” it is difficult to avoid noticing the discordancy between the marketing image of the shoreline and the occasional reality of bacterial contamination.

As we reported last month, the State has invested $27 million in the advertising campaign. Would it be wise for our government leaders to invest a few more dollars in the health of the shoreline environment as well?

Contributed by Michael Kraten, PhD, CPA, Accounting Professor at Providence College and President of Enterprise Mgt. Corp.

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