End of days

Today is “World Water Day.” Yippee. Yikes. Whatever. It would be hypocritical of me not to confess to using the occasional chronological gimmick to further pet causes (highlighting March as “Red Cross month” on this site after the Chilean earthquake is a recent example.) But, as a rule, this kind of thing confuses me. Who in their right mind thought, “Hey, we’re wrecking the world. I’ve got an idea! Let’s name a special day (week, year).”

Climate Week didn’t stop the Chinese from upending Copenhagen talks. Forty years of “Earth Day” did nothing to stop the generation that first celebrated it from popularizing the SUV. World Water Day has a hilariously well hydrated-looking Nestle executive in the news.

As we parse the mess we make, dare we conclude that special days are so last century, that while the event-ification of creeping disaster keeps a