Patagonia launches video campaign in defense of public land

Patagonia is using its brand recognition to launch a video campaign to defend Utah’s Bears Ears National Monument. Earlier in 2017, Utah Governor Gary Herbert signed a resolution to ask President Trump to rescind the Bears Ears National Monument. 


A still from one of the ten videos - Patagonia

Rose Marcario, Patagonia’s Chief executive officer, told the press in a statement, “Bears Ears National Monument is a sacred home for Native Americans, a world-class location for rock climbers and outdoor enthusiasts, and a mecca for archaeologists. But it is also a target for looters, mining, and energy companies and elected officials who want to privatize and develop the nation’s public lands. It is our hope that this film will help to defend this national monument by bringing it to life and spurring action to protect this American treasure.”

Utilizing Google’s interactive 360 technology, Patagonia has created ten short films to highlight the cultural, historical, and recreational significance of the region. A key point of the films: a public call-to-action to Secretary Zinke, asking him to stand up for the lands. 

Patagonia has been fighting against the Republican government on this issue since 2013. Following the rescindment, Patagonia declared it would no longer support the Outdoor Retailer trade show if they did not relocate from Utah. The Outdoor Retailer trade show, a $40 million show, complied and is in the process of finding a new home. 

The films will be displayed on PBS NewsHour and on NewYorkTimes.com.



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