For Mental Health Awareness Month, which occurred in May, the outdoor retailer L.L.Bean went off-the-grid—”for a second consecutive year.” The brand paused all of its social media channels in the hopes of encouraging people to spend time outside and to digitally detox. The only thing that remained on L.L. Bean’s social media were “expert-informed resources, tips, and tools to support people in getting outside for their own mental well-being.”
As part of the initiative, L.L.Bean also partnered with the social fitness app Strava to launch the L.L.Bean Feel-Good Challenge. There was a collective goal of 500,000 hours spent outside during Mental Health Awareness Month. By participating in this challenge, consumers were able to raise money. The funds went to Mental Health America—”a leading community-based U.S. nonprofit dedicated to addressing the needs of those living with mental illness and promoting overall mental health.”
Image Credit: L.L.Bean
