Kai Abreu: 08-14-2025
It happened. After months of silence following the Eras Tour, countless hours of watching conspiracy theories for even a hint of hope that something was coming—Taylor Swift announced her 12th album—Life of a Showgirl.
How does this have anything to do with Swim Drink Fish? Well, it's less about what TS12 has to do with us and more about how we can somehow be about TS12. The minute Taylor announced her new album, the internet turned into a content frenzy—trends started popping up and going viral at light speed. You've probably seen countless brands do something related to the album announcement or Swift in general. Why? Cultural relevancy. These major social and cultural phenomena, like anything related to Taylor, are something that anyone who works in communications understands as the golden goose. It's an opportunity to reach a wider audience, send metrics through the roof, and find an authentic, relevant way to engage with our audiences—and honestly, just to do something fun.
So how did we make Swim Drink Fish fit into the Taylor-verse? We highlighted our very own Great Lakes Showgirls. I created a little reel where people could find out which one they were -- the gentle giant of the woods, the Moose, or the fierce warrior, the Lynx. It was a fun, engaging, unique way of educating our audience on some incredible animals we have here in the Great Lakes while bonding over something we can all relate to—the excitement of a new TS album.
This is honestly one of the coolest parts of working in the storytelling department at Swim Drink Fish. My job mostly consists of finding creative ways to share really cool information about the Great Lakes - St. Lawrence watershed and turning it into a relatable story. Something people want to engage with and share with friends, while still learning something about our organization, mission, projects, or tools. When you can take a cultural moment like this and authentically weave it into environmental education? That's when the magic happens.
The response was incredible—people weren't just scrolling past, they were participating, learning about our local wildlife, and connecting with our mission in a way that felt celebratory rather than preachy. Sometimes the most effective environmental communication happens when you meet people where they already are, celebrating what they're already excited about.
Head on over to our Insta and check out the Reel. Let us know -- which Great Lakes showgirl are you?
