Aug. 19, 2009 (Business Wire) -- Today The Timberland Company introduced its 2009 roster of Earthkeeper Heroes , reinforcing its commitment to helping individuals become catalysts of environmental movements around the world. In partnership with Changents.com, Timberland is creating a unique consumer engagement engine to "break" emerging eco-change agents onto the global environmental scene.
The 2009 Earthkeeper Heroes – including an eco-photographer, green “trendspotter” and freestyle swimmer -- are each channeling their personal passion for the planet to create positive impact, from the New England coast to the streets of New York to the urban forests of London.
Timberland launched its Earthkeepers Movement in the summer of 2008 in an effort to engage 1 million consumers across the globe to support environmental stewardship. Earthkeeper Heroes combines the evolving stories of dynamic environmental heroes with a cutting-edge social media experience. The result is an interactive platform that connects this generation’s most exciting agents of environmental change with people around the world who can help them.
“Timberland is leveraging its worldwide brand influence, marketing capacity and pro-environment credibility to enable these eco-warriors to realize their full potential,” said Margaret Morey-Reuner, Senior Manager, Values Marketing of Timberland. “As a company that treasures the outdoors along with tens of millions of people around the world, we want to address environmental issues in ways that are led bottom-up by passionate individuals, their solutions and their actions.”
The Earthkeeper Heroes are using blogs, photo galleries, Tweets, videos, podcasts and other social media tools at Changents.com/Earthkeepers to share their environmental stories 24/7 from the trenches in order to assemble worldwide support. Timberland and Changents invite the public to follow their stories online, interact directly with these emerging change agents and become their “Backers” - online teammates whose actions, big and small, help move an Earthkeeper Hero’s mission forward.
“As the leading Internet destination that connects incredibly cool people who are changing the world with the people who help them, we are really excited to be partnering with Timberland to create highly original, entertaining gateways for the public to engage with the Earthkeeper Heroes,” said Deron Triff, CEO and Co-Founder of Changents.com. “We know Generation Y has a deep desire to make a difference on their own terms, especially alongside ‘larger than life’ personalities who inspire them.”
The inspiration for the Earthkeepers program stems from Timberland’s environmentally and socially responsible operations and philosophy. Timberland’s Earthkeepers™ product collection is the pinnacle expression of the company’s commitment to environmental sustainability.
