In honor of its 100th Anniversary, STANLEY, a brand of PMI, proudly announces the launch of a six-week campaign centered around Father’s Day aimed at changing the lives of teens who struggle without adult role models. Working with Big City Mountaineers, the campaign celebrates the memories people have created with their dads using Stanley products while paying it forward to under-resourced teens who haven’t yet been able to create those memories.
“Over the last several decades – long before Facebook and the Internet – we have received thousands of letters letting us know how much our product means to our fans,” said JoAnne Anderson, Stanley Global Senior Marketing Manager. “For many, our product represents a cherished memory of a loved one who has passed or a best friend that never let them down. We are honored to be a part of our fans lives and wanted to celebrate this bond with our consumers while creating good for those in need.” For every story shared with the STANLEY brand until June 20th, $5 will be donated to Big City Mountaineers to fund their wilderness mentoring expeditions where urban teens learn critical-life skills and lessons on the trail. Print ads promoting the campaign will be running in Outside magazine as well as Men’s Journal. To further promote story submissions, there will also be online advertising on OutsideOnline.com and Facebook. The goal is to raise $10,000, which will help fund two wilderness mentoring expeditions for both teens and their mentors.
“We’re excited to work with Stanley to make an impact on youth who need it most. Our kids are writing their own futures today, and Stanley’s support is crucial to ensure that those futures are positive, healthy and strong,” explains Lisa Mattis, Executive Director, Big City Mountaineers.