We hit the river around 1:00 in the afternoon this past Saturday, with a three hour drive in the rearview mirror and the various necessities of early March fly fishing - the waders and the synthetic long johns and the fleece pants and the heavy wool socks and the Nano-Puff jackets - all in place.

It didn’t matter. While the air temperature was decent, the water was down in the mid-30s and wading conditions that were fine for a grown man were bone-achingly, foot-numbingly cold for a 9 year old boy with no body mass to speak of and the fat reserves of your typical anorexic super model.

We slid down the muddy brown bank of the side channel, stepped into the Missouri, and picked our way slowly across the current on a wide gravel bar, his hand in mine, both of us holding tight, knowing that if he went in the river, even here in the shallows, he’d be hypothermic before I could get him back to the truck.

I can remember traveling through the south in my early twenties and asking the clerk at a roadside gas station if the store sold bottled water, only to receive in return a perplexed gaze and the helpful advice that "Hon, water's free." And that wasn't all that long ago. Even though my sore back, stiff knees and injuries that linger far too long cause me to joke about being an old man, still a few year shy of 40, I'm really not particularly ancient. But even for someone my age, it's easy to remember when bottled water was a niche product, scarcely available and only in 1 gallon containers. It was the stuff you picked up at the supermarket before snowstorms or hurricanes, or maybe filled your bomb shelter with. It wasn't the thing you grabbed every time you stopped at a convenience store, or every time you hit the trail for a run. These days, bottled water is ubiquitous to say the least and the plastic that contains it and other beverages, forms our grocery bags and so on is causing some serous problems.

A new effort by Costa sunglasses is hoping to shed light on the issue, build awareness and get lots of us to kick the plastic habit. Costa has created a video to fuel its campaign, which shares these facts: each year over 200 billion plastic bottles are manufactured, 35 billion here in the U.S. Of that massive number of bottles, a whopping 10% end up in our oceans. That number goes a long way to explaining the 5 massive, floating garbage patches found in oceans around the world (which the video also discusses), some of which are twice as large as Texas.