Outdoor clothing brand The North Face is inviting people to spend more time away from their screens and more time exploring the great outdoors in a new marketing push.
Dubbed 'Explore Mode', the campaign is pitched as a global movement seeking to motivate people to ditch digital and get physical by interacting with the natural world instead of social media.
This activity is built around a global petition inviting signatories to recognise Earth Day on 22 April as a worldwide holiday for everyone.
Tim Bantle, global general manager of lifestyle at The North Face, commented: “The North Face is no stranger to exploration and this Earth Day we are proud to join our partners and fellow explorers in a global effort to make Earth Day a national holiday. We believe that when people take time to appreciate the Earth, they feel more connected to it and are more likely to protect it. Explore Mode urges us to unplug from our digital lives to connect in real life to the world, each other, and ourselves in the effort to move the world forward.”
The outdoor push comes amid statistics showing that the average person now picks up their phone 47 times each day, devoting an average of four hours to sedentary activities such as email, social media and photos.
The North Face has previously celebrated exploration as part of its New Explorers campaign.