REI: #ForceofNature – Making the outdoors the largest level playing field

REI, an outdoor retailer, highlighted the gender gap in the outdoor space by launching its #ForceofNature campaign in the US.

Campaign details

Brand: REIAgency: Edelman

Campaign Overview

#ForceoOfNature: Tackling the outdoor gender gap2017 was a year that ignited activism and change, most notably breaking down barriers to turn the dialogue about gender inequality from conversation into action. Gender gaps exist across all industries and organizations - the outdoors included. Historically, the outdoor way of life has been strongly male-dominated - from messaging and imagery to gear and experiences. This stifles the power of inspiration the outdoors can hold for all. As the saying goes "You can't be what you can't see".

REI, a purpose driven outdoor...

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