Public lands like Golden Gate National Recreation Area in California and Everglades National Park in Florida are national treasures that need to be protected. The outdoor company The North Face and the Department of the Interior recently announced a joint partnership to protect and preserve public lands. The joint partnership supports the 21st Century Conservation Science Corps (21CSC) which began in 2010 as part of the Obama administration’s America’s Great Outdoors program. The North Face also announced it is donating $250,000 to the 21CSC.
The company also launched a new commercial campaign, featuring footage of The North Face global athlete team members skiing, running, climbing and hiking. The commercial launched on YouTube on Oct. 27 and will hit national television during NBC Sunday Night Football on Nov. 9 . It will run through the end of December on other channels, including ESPN, USA Network and Comedy Central. The commercial will also be featured on digital and social channels such as Hulu and Facebook beginning Nov. 10.
“This partnership with The North Face and My Morning Jacket is really about inspiring and preparing the next generation of conservation leaders and outdoor stewards,” said Secretary of the Interior Sally Jewell. “The funding will help put young people and veterans to work restoring and protecting our nation’s land, water and wildlife – whether that’s building trails in national parks or removing invasive species in national wildlife refuges.”
“We are extremely proud to raise awareness, support the 21CSC and motivate people to reimagine exploration in their own lives,” added The North Face President Todd Spaletto.
Additionally, the company is partnering with Outside magazine to create a list of 50 places to explore across the U.S. The campaign encourages people to take a photo of themselves visiting those places and share them on social networks using the hashtag #SeeForYourself. The joint campaign on Outside’s website features a cover of Woody Guthrie’s song “This Land Is Your Land” by two-time Grammy nominee My Morning Jacket, available through iTunes. More than half the proceeds of each download will go to 21CSC.
As part of the campaign, The North Face outfitted a trailer to visit retail locations across the nation. Consumers will have a chance to win prizes, including gear. During the week of Oct. 27, The North Face “#SeeForYourself” Taxi will drive through New York City streets and offer an adventure to those who accept the offer immediately. When unsuspecting riders hail a taxi, they will receive a message offering them a chance for an adventure. They will be taken to one of three secret locations just outside the city, and The North Face athletes will lead them in an excursion.
Image credit: Frank Schulenberg