Interior Department and The North Face Join Forces to Promote & Protect America’s Public Lands
Remake of “This Land is Your Land” by My Morning Jacket to Drive Donations Benefiting 21st Century Conservation Service Corps (21CSC)
10/27/2014 - WASHINGTON, D.C. – U.S. Secretary of the Interior Sally Jewell and Todd Spaletto, President of The North Face, today announced a partnership to protect, preserve and celebrate public lands in support of the 21st Century Conservation Service Corps (21CSC).
The North Face committed $250,000 and also launched a campaign today as a key component of the initiative featuring a new recording of Woody Guthrie’s iconic anthem “This Land is Your Land” by two-time Grammy nominee My Morning Jacket. The song will be available on iTunes with more than half of each download going to the 21CSC as My Morning Jacket donates their portion of proceeds to the initiative. Monies raised will create jobs for youth and returning veterans through 21CSC projects on public lands across the nation – from Golden Gate National Recreation Area in California to Everglades National Park in Florida.
“This partnership with The North Face and My Morning Jacket is really about inspiring and preparing the next generation of conservation leaders and outdoor stewards,” said Secretary Jewell. “The funding will help put young people and veterans to work restoring and protecting our nation’s land, water and wildlife – whether that’s building trails in national parks or removing invasive species in national wildlife refuges. The 21CSC not only helps meet critical needs on our nation’s public lands, but also provides valuable job training and a connection to the great outdoors that will last these young people a lifetime.”
The campaign features cinematic footage of The North Face global athlete team members and enthusiasts doing what they love – skiing, running, climbing and hiking. The campaign will launch on YouTube beginning October 27 and debut on national TV on November 9 during Sunday Night Football, running through the end of December on several networks. The campaign also will be supported by advertising across digital and social channels starting on November 10.
"The North Face exists to inspire people to explore,” said Spaletto. “If you can inspire people to love the outdoors, they will grow to care about their natural world, protecting and conserving the places that many of us know as our playgrounds. We are extremely proud to raise awareness, support the 21CSC and motivate people to reimagine exploration in their own lives.”
Inspired by FDR’s Civilian Conservation Corps of the 1930’s, the 21st Century Conservation Service Corps (21CSC) is a central component of the Department of the Interior’s ambitious youth initiative to inspire millions of young people to play, learn, serve and work in the great outdoors. It is a national collaborative effort to put America’s youth and returning veterans to work protecting, restoring and enhancing America’s public lands.
The 21CSC has grown since its launch by the Obama Administration in 2010 as part of the America’s Great Outdoors program. Secretary Jewell announced the Department of the Interior’s initiative to expand this youth program through partnerships with the private sector in a National Press Club speech in October 2013. Since then, American Eagle Outfitters, Camelbak, The Campion Foundation, Youth Outdoor Legacy Fund, Coca-Cola Foundation and now The North Face have joined the movement.