Coleman
Get Outside Day
How does a brand inspire a nation to reconnect with nature? That was the challenge Coleman Canada set out to solve when they discovered that nearly two-thirds of Canadians spend fewer than two hours per week outdoors. As the country prepared to celebrate Canada Day, Coleman saw an opportunity to remind Canadians of what makes the nation truly great: its vast, diverse natural landscape.
Launched in 2014 and continuing into its third year through 2016, Get Outside Day became a national movement to encourage Canadians to enjoy the physical and mental benefits of the outdoors. The campaign included a petition to the Canadian government to officially recognize the third Friday in July as National Get Outside Day—a summer holiday dedicated to spending time outside. With over 1,350 signatures and growing momentum, Coleman marked July 15, 2016, by giving its employees the day off to celebrate the outdoors at Bronte Creek Provincial Park in Oakville, Ontario.
To expand the movement, Coleman created a digital hub at getoutsidecanada.com featuring ideas and inspiration across five accessible pillars: camping, cooking, fishing, staycation, and watersports. A robust social campaign supported the initiative, encouraging Canadians to share their outdoor adventures using the hashtag #GetOutside. Backed by likeminded partners and powered by purpose, Get Outside Day turned a consumer brand into a cultural instigator, reminding people that the best part of Canada may be just outside their door.
