The Million Moment Mission is L.L.Bean’s way of celebrating a century of outdoor leadership as it helps the next generation discover their love of the outdoors in its 100th Anniversary year.
When consumers share their stories or photos of outdoor experiences online they’ll be helping to inspire someone else. To date, more than 200,000 “moments” have been shared in the year-long campaign. The program benefits the National Park Foundation’s America’s Best Idea program which brings youth from underserved communities into the parks for outdoor excursions.
Today, more than ever, families recognize the need to encourage kids to get outdoors to play, yet a recent survey shows parents still say their children spend, on average, less than an hour a day outdoors.
L.L.Bean is working to help reverse that trend through creative partnerships with organizations like the National Park Foundation. L.L.Bean offers a free park finder tool to help make it simple to find a park that suits your needs in your local area.
According to L.L.Bean Outdoor Discovery School guide Greg Dorman learning the basic of outdoor recreation at a young age is the key to developing healthy habits that will last a lifetime.
“At L.L.Bean the outdoors is in our DNA,” Dorman said, “Our company founder, Leon Leonwood Bean, was the quintessential outdoorsman. He believed that spending time outdoors could add years to your life.”
The 13-foot high and 20-foot long vehicle left Boston last week on a Spring/Summer tour designed to raise awareness and funds to help more children learn about and enjoy the national parks.
The Bootmobile and L.L.Bean’s Outdoor Discovery School guides will accompany the Bootmobile, providing free advice and outdoor recreation instruction. For every person who attends these events, $1 will be donated to the National Park Foundation.
While the Bootmobile is educating consumers outdoors, indoors L.L.Bean is also launching new advertising online and in movie theaters to help inspire people to get outside and explore nature this summer.
The “Discover Something” campaign features video spots of three L.L.Bean customers who tell their story of outdoor discovery and the rewards of spending time outdoors.
Steve Gadecki, one of the customers profiled in the Discover Something videos, has visited 18 national parks and hiked more than 100 mountains with his L.L.Bean backpack over 15 years.
According to Gadecki, “It’s a real sense of pride in your country when you’re standing in front of Half Dome or the majestic Sequoias. Looking down upon the Grand Canyon or hiking up the rocky coast of Acadia. Everything in your life seems to make sense and even though it was a journey to get there, you’re glad you made it. If you’ve ever thought about going, why are you waiting? Don’t hesitate. Go!”
With the theme—if you think there’s nothing left to explore, just get outside and find something new to discover—the spots are being featured in theaters nationwide and at llbean.com.
L.L.Bean, Inc. is a leading multichannel merchant of quality outdoor gear and apparel. Founded in 1912 by Leon Leonwood Bean, the company began as a one-room operation selling a single product, the Maine Hunting Shoe.
The 200,000 square foot L.L.Bean retail store campus in Freeport, Maine, is open 24 hours a day, 365 days a year, and welcomes more than 3 million visitors every year.
Two roads diverged in a wood, and
I took the one less traveled by,
And that has made all the difference.
— Robert Frost, The Road Not Taken