If initial social-media reaction is any indication, many Niagara residents are more interested to Crush the Idea than Crush the Curve.

Many comments about an awareness campaign launched in Niagara Falls Tuesday night to combat the global COVID-19 pandemic have been critical, describing it as tone-deaf.

The Crush the Curve campaign kicked off with the lighting of Niagara's falls yellow - the colour of hope.

Niagara Falls Mayor Jim Diodati said mayors across the region and Niagara Region's chair have met regularly throughout the crisis and have been working to introduce a proactive and empowering way to help share important information in their communities.

He said it was felt raising awareness could be achieved without raising anxiety and inciting fear, which was the motivation behind Crush the Curve.

The campaign invites residents to share photos illustrating creative ways they are staying in and practising proper social distancing to help stop the spread of the virus.

T-shirts and hats with a Crush the Curve logo are also being sold.

The Crush the Curve website stated 100 per cent of proceeds will go to local and national charities.

"We are a group of internship students who had our graduating academic year flipped upside down due to COVID-19," said the website, noting the group has set out to raise $1 million for people most vulnerable during the pandemic.

"In support of the World Health Organization's advice to flatten the curve to stop the spread of this disease, we created the #CrushTheCurve campaign to bring people together in spirit - hoping that our local, national and global communities will unite to promote protective measures and share words of encouragement during a time when we are isolated and unsure of what lies ahead."

But many people commenting on social media are ripping the merchandise aspect of the campaign.

St. Catharines regional Coun. Laura Ip took to Twitter Tuesday night to describe the merchandising aspect of the campaign as "macabre."

"It makes my skin crawl. And it's completely tone-deaf," she tweeted.

"A gentleman in Niagara just died from COVID-19, and we're asking people to buy hats. It's sickening. I'm hopeful that the other heads of council who agreed to this will rethink this and put a stop to it. I am going to try to bring it up at council on Thursday, but - strictly speaking - the procedural bylaw doesn't actually permit me to do so."

Jeff Corey, owner of Northland Distribution Ltd., which is helping to manage the Crush the Curve campaign, said the idea for merchandising came about when an order came in for staff uniforms "to unify and uplift the spirits of an essential-services company who must remain open during these difficult times."

He said the preliminary production runs of the merchandise were produced by Northland, adding it had not received any public funding, nor are any public resources being used to support the campaign.

"Anything that has been produced has been purchased privately. All profits from the sale of product will be contributed to charity."

Niagara Region Chair Jim Bradley directed questions about the campaign to Diodati.

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While there has been criticism online, Diodati said he has received many calls, emails and text messages from people wanting to support the cause.

He said the idea came from Brock University intern students who wanted to make a positive difference.

"I tip my hat to them coming up with a creative idea. For those that think we went too far with the merchandise, we're coming from a good place of trying to help people and encourage people, stay in your homes, wash your hands and keep your distance."

St. Catharines Mayor Walter Sendzik said while the mayors did hold a conference call with the Region to come up with a Niagara-wide media blitz to promote COVID-19 safety measures, selling of hats and T-shirts was not part of the discussion.

"We agreed, with the Region, to do a media blitz, a media campaign to get key messages out there to folks," said Sendzik.

He said using #CrushTheCurve was Diodati's idea. While it was something being considered as part of a social media push, no one agreed to the sale of apparel.

- with files from Grant LaFleche and Bill Sawchuk

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