Now that school is out, the North Face has decided it's time to start a movement for outdoor exploration and get the whole family outside. This week, the North Face rolled out their Role Models campaign, which lives in a Facebook tab on TNF's brand page. The goal of the campaign is to empower outdoor enthusiasts to share their passion and create a new generation of explorers.
The campaign asks participants to pledge their commitment to sharing the beauty of the outdoors with someone this summer, whether it be a family member, friend, or stranger. Those who take the pledge and share photos of the experience are automatically entered to win TNF gear to guide their outdoor adventures. TNF will also donate $1 to the Child and Nature Network for each pledge they receive, with the ultimate goal of recruiting $10,000 pledges throughout the campaign.
Accompanying the online experience is a Role Models Clinic Tour, on which TNF's team of athletes will travel to TNF and REI stores across the country to give tips for getting outside as a family and share their experiences with their own children.
Though this is quite consistent with The North Face's mantra to "Never Stop Exploring," the campaign represents a departure from TNF's usual positioning as a solution for the hardcore athlete in the most extreme conditions. The Role Models campaign positions the outdoors as a family-friendly, welcoming environment for all to enjoy rather than a challenging conquest.