VF’s giant outdoor brand The North Face is donating its European TV ad space in April to healthcare and frontline services to help deliver their critical messages. And it’s also committing €1 million to the Explore Fund to support the outdoor communities across Europe that make exploration possible.
The Explore Fund is its social impact and advocacy platform and the company said it will “work closely with national and local outdoor officials to allocate funds where the need is most critical immediately and throughout the recovery”.
The European ad space decision was taken because, while “this is a difficult time for everyone, perhaps no one faces a greater challenge than those who are putting their lives at risk each day in the battle against COVID-19,” according to brand president Arne Arens.“We feel a responsibility and are proud to be able to use our resources to support these heroes and join in the global effort to provide relief for those in need.”
Arens also said that “as the battle against COVID-19 continues and its impact deepens, we will continue to explore other ways that we can support our front-line workers and those affected by the crisis. We’re hopeful for the day when we’ll be back out there, together”.