Strategy
The Situation
The North Face is a leading outdoor sportswear company with a mission to do good. The brand most often celebrates the victories of individuals, and the current advertising reflects the individual. The North Face wants to do more to reach women. It also wants to do more for our society.
The Problem
The North Face is not known as the leader when it comes to giving back or supporting women.
The Goal
We want to use the North Face brand to unite women against adversity.
Creative
The Sisterhood Fund
The North Face introduces the Sisterhood Fund, an organization and product line dedicated to ending domestic violence and trafficking.
How it Works
Take a class.
The North Face will offer an online crash course in supporting women experiencing domestic violence and human trafficking. It outlines what to do (and what NOT to do) if you are approached by someone who needs help.
Get the patch.
After completing the course, participants will receive a Sisterhood Fund patch, which will become a symbol of safety and unity among women. Over time, we hope the patch will become a well known signal that it’s safe to reach out for help.
Be an advocate.
The Sisterhood Fund goes beyond the dark problems it was created to solve. The North Face Sisterhood is about little things, too, like sparing a tissue on the trail or the train. It’s a physical reflection of an unspoken bond between women that already exists. Together, we can make a difference.
The Patch
Spreading Sisterhood
Before we can spread the Sisterhood, people need to know about it. My colleague Erin Mackaman made this video based on our ideas to share the campaign.
